NGC, NGCI ask viewers to "Live Curious"; roll out brand campaign

MUMBAI: National Geographic Channel US (NGC) and National Geographic Channels International (NGCI) announced their first ever global tagline "Live Curious" and brand campaign.

The effort will be rolled out between 15 November, 2009 and March 2010 in 166 countries and 34 languages with customizable elements for regional audiences.

The declaration is the latest manifestation of an enhanced strategic asset-sharing process between NGC and NGCI (both joint ventures between Fox Cable Networks and National Geographic Ventures) following David Haslingden‘s appointment as global CEO in 2007.

The collaboration in developing a consistent and cohesive message for worldwide use follows the adoption last year of a universal National Geographic Channel logo and on-air look, along with an increase in global programming co-productions.

"Live Curious" was developed after a worldwide consumer research conducted to identify common values that reflect the essence of the National Geographic brand promise. The tagline aims to resonate and translate effectively across regions in Europe, Australia, Asia, Latin America and the United States.

"‘Live Curious‘ is at the heart of National Geographic‘s DNA, and the National
Geographic brand is one of the most familiar and powerful global brands, transcending borders and cultures," said Haslingden. "And with the National Geographic Channels continuing to increase momentum worldwide, it has become increasingly important to create a common voice that would resonate in every language, while at the same time leaving space for each region to maximize local relevance."

"Live Curious" will be the basis for a global brand campaign, currently in production, that will promote the network, its programming and talent. The campaign will first be introduced in the India, United States and Netherlands and will eventually reach 315 million homes in 166 countries.

In addition to fully produced spots of varying length, the toolkit will include core elements around which each region can add local footage, talent, messaging and non-traditional tactics to build diverse campaigns for their specific audiences. To continue the process of global collaboration and collective inspiration, these localised campaigns will be shared with all other regions as the basis for ongoing generations of the campaign worldwide. The National Geographic Channels in Australia, Hong Kong, Italy, Spain, Turkey, U.K. and the United States are expected to be the first to create local campaigns bridging off the central global concept.

The brand campaign will promote key programming as well as talent from shows shared around the world, including Sean Riley (World‘s Toughest Fixes), Cesar Millan (Dog Whisperer), John Garcia (DogTown), Chris Fischer (Expedition Great White), Batso and Johnny O (Rescue Ink Unleashed) and Zeb Hogan (Hooked).

The tagline will be reflected in a full range of consumer and trade advertising platforms, including broadcast, print, outdoor and digital. Ad sales extensions are also in development, along with digital consumer touch points such as a microsite, social networking applications and games.

NGCI EVP creative and marketing Rafael Sandor and NGC US EVP marketing Kiera Hynninen jointly oversaw the development of the tagline and brand campaign. Italian production company Mercurio Film and creative consultant Patrizio Marini were commissioned to execute the primary 60 and 30 second brand spots; US-based Click 3X is creating program-centric extensions for the global campaign and various other extensions are being produced internally.

"‘Live curious‘" is about exploration, pioneering and questioning, which captures National Geographic‘s shared spirit," added Sandor. "The campaign aims to connect on a human level so no matter what country you live in or language you speak, this message to ‘Live Curious‘ hits close to home."

Latest Reads
Wringley's Doublemint tells a 'fresh' new love story

MUMBAI: Released on Youtube on 21 October, the new TVC of Wringley's Doublemint conceptualised by BBDO Indua and directed by Shoojit Sircar has already garnered over two lac views.

MAM Media and Advertising Ad Campaigns
Flipkart announces integrated brand communication campaign

There are a host of dates earmarked in India’s annual calendar where consumers wait with bated breath to partake of the celebrations. Clearly figuring in this list is the ‘The Big Billion Days’ (BBD), that has been made popular by Flipkart over the past two years. As a concept, Big Billion Day was...

MAM Media and Advertising Ad Campaigns
Colors campaign inspires men to take over Sunday chores

Colors has launched a new movement called #SundayIsHerHoliday. The campaign -- one Sunday at a time -- is inviting every man (and woman) to participate. The goal of the campaign is to inspire and help men take over the Sunday chores of women, so she can get her much needed time off.

MAM Media and Advertising Ad Campaigns
betterU launches Diwali campaign #FestivalOfLearning

India’s online learning marketplace, betterU, has launched a unique Diwali campaign #FestivalOfLearning across its digital platforms.The campaign aims at helping people think differently about their purchases, and highlights the importance of investing for the long term on the auspicious occasion...

MAM Media and Advertising Ad Campaigns
BBH India creates live radio spots for Abbott

BBH Mumbai has released a case study on the first ever live radio spots for Abbott's The Race of Possible’ campaign, which received overwhelming response in India.

MAM Media and Advertising Ad Campaigns
Abhibus's 'Har Safar Mein Aapka Hamsafar' Mahesh Babu, India’s online bus ticket booking platform, has announced superstar Mahesh Babu as their brand ambassador. He will also feature in the company`s marketing campaign called 'Har Safar Mein Aapka Hamsafar' (With you on all your journeys, wherever you go).

MAM Media and Advertising Ad Campaigns
Posterscope rolls out 'Frooti' OOH campaign

MUMBAI: Posterscope India from Dentsu Aegis Network has rolled out a massive OOH campaign for Frooti to make the consumers Live #TheFrootiLife. The core objective of the campaign is to create high visibility and impact for Frooti in the OOH space. Targeted at audiences aged between 15-35 years, the...

MAM Media and Advertising Ad Campaigns
Q2-17: DB Corp revenue up, radio operating profit doubles

DB Corp Limited (DB Corp), home to flagship newspapers Dainik Bhaskar, Divya Bhaskar, Dainik Divya Marathi and Saurashtra Samachar reported 10.5 percent higher consolidated revenue for the quarter ended 30 September 2016 (Q2-17, current quarter) as compared to the corresponding year ago quarter....

MAM Marketing Brands
P Mark TVC features Boman Irani

MUMBAI: P Mark, the front-runner in the mustard oil segment in India, has unveiled its new TV campaign ‘one specialist to another’. Reinforcing its commitment as specialists and educating the masses about the taste, the new TVC pays tribute to P Mark’s exceptional taster in the category.

MAM Media and Advertising Ad Campaigns

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories