Virgin1 had a strong name, a good EPG position and a good collection of shows. But it wasn't a brand many people were considering. Working with the Virgin team, we set about to give the channel some personality and got it articulating what the Virgin brand stands for.TO INCREASE BRAND RANKING AND VIEWING FIGURES BY INCREASING PREFERENCE AND LOYALTY FOR THE VIRGIN 1 CHANNEL.

There was no one personality attached to the brand who had everything viewers wanted. We created one, literally, out of wool. He was to be called 'Red,' and his job would be, through his presence and the force of his personality, to link channel to the programming content. Red is a knitted puppet, a little devil, created to be physical embodiment of 'ideal' personality Virgin 1 was lacking.

A place to live:A way of communicating - chatty, cheeky, ready to puncture pomposity, a job to do (between programmes, adverts, trails and act as host for channel, introducing/commenting on programmes).

Red:H: 4 months after launch, more than 70% of under-55s were aware of him39% said Red gives Virgin 1 channel personality.35% said makes Virgin 1 more mischievousRed's blog is now one of most-read sections on Virgin1's website.Red had 1,500 Facebook friends and 650 Twitter followers.Virgin 1:Post rebrand: 0.92% share – Up 39% YOYAvg reach was 2.35m adults. (UP 15% YOY)It has moved 4 places in the Pay TV channel rank. (Position 27 to 23).

Page impressions and unique users to the Virgin1 website increased by 426% and 200% respectively.