Singapore-based agency Sticks and Stones created the B!G spots, comprising 15-second vignettes and 30-second TVCs. AXN is now looking for an ad agency to handle a print campaign.
Sony Pictures Entertainment Networks Asia vice-president for marketing and creative services, Gregory Ho, said the channel was also looking for an agency which appreciated that AXN was still "a challenger brand".
B!G is AXN's second branding campaign since its September 1997 launch. The previous campaign, 'Need that buzz?', launched three years ago, was designed to reflect the channel's core values -- adventurous, daring and irreverent.
"The new brand campaign builds on the last and is designed to add a new dimension to the channel's image and strengthen its appeal among viewers -- that big action plus adventure on AXN gives them a big experience," Ho said.
The first TVC is an expression of the experience viewers get with AXN, while the second shows how viewers can't really have a big lifestyle without a dose of AXN programming.
This year will see AXN introduce 39 brand new series such as the Steven King-produced Kingdom Hospital, and reality shows Next Action Star, 30 Seconds to Fame and the Mile High drama series.
These premieres are on top of 22 returning series this year.
AXN was the most watched ad-supported international channel among pay-TV viewers aged from four and above in Taiwan, the Philippines and Singapore in 2003, according to Nielsen Media Research and TNS.
AXN sharpens action offer with 'B!G'
AXN Asia has kicked off a branding campaign, dubbed B!G, to demonstrate that its mix of action and adventure programming add up to a" big experience".
