SATELLITE & CABLE: Animal Planet drops paws and claws for a humourous campaign

<p>Animal Planet has rolled out a US$1.5 million regional </p><p>branding campaign to promote the channel's proposition - quality </p><p>entertainment with fur. </p><p><BR><BR> </p><p>A series of six on-air promos, jointly created and produced with the </p><p>UK-based design company English and Pocket, dropped paws and claws for a </p><p>more fun look at animals. </p><p><BR><BR> </p><p>Through animation, the Animal Planet logo evolves into a variety of </p><p>animals and insects, from a bull to a butterfly, fish, dog and </p><p>chimpanzee, and feature movements which are characteristic of each </p><p>species. </p><p><BR><BR> </p><p>The logo becomes central to the channel's visual identity. </p><p><BR><BR> </p><p>The TVCs are running on Discovery and Animal Planet, and the network </p><p>will explore promotional opportunities on terrestrial and other </p><p>satellite television as well, said creative director Phil Kitcher. </p><p><BR><BR> </p><p>Coming up with a communications solution for the whole region was a </p><p>difficult task: Mr Kitcher pointed out that Asian countries, with their </p><p>diverse cultural backgrounds, saw various animals in different </p><p>light. </p><p><BR><BR> </p><p>"The new brand campaign's witty and compelling visual communicates </p><p>Animal Planet's proposition clearly, while keeping the spirit of </p><p>entertainment with fur intact," said Ms Lesley Campbell, marketing and </p><p>communications director of Discovery Channel and Animal Planet. </p><p><BR><BR> </p><p>"The new brand identity establishes that Animal Planet has everything a </p><p>general entertainment network offers, but with an animal twist." </p><p><BR><BR> </p><p>The quirky execution of the different on-air promos define the tone of </p><p>Animal Planet - a network where viewers often encounter the unusual and </p><p>bizarre. </p><p><BR><BR> </p><p>The branding campaign will run between one and one-a-half years to two </p><p>years before it moves to the next phase of development, according to Ms </p><p>Campbell. </p><p><BR><BR> </p><p>A major branding challenge for Animal Planet is that the channel's name </p><p>itself has created the general impression that it is basically a </p><p>documentary network. </p><p><BR><BR> </p><p>To further drive home its positioning as an entertainment network, the </p><p>channel's print campaign, developed by Saatchi & Saatchi Singapore, </p><p>showed animals in human context and vice-versa. </p><p><BR><BR> </p><p>In one execution, a monkey sits in a courtroom, depicting the </p><p>hilariously wild moments in Judge Wapner's Animal Court. </p><p><BR><BR> </p><p>According to Ms Campbell, the network will work on more programming </p><p>adjustment for specific markets, and involve local distributors in </p><p>collaborative efforts. </p><p><BR><BR> </p><p>New programmes for this year include: Animal Planet Awards, X Creatures, </p><p>and The Animalympics, with content ranging from comedy, drama, </p><p>documentaries and TV series. </p><p><BR><BR> </p><p>With distribution in 6.5 million homes, Animal Planet has signed a deal </p><p>with TV Times in Taiwan, allowing it to add another two to three million </p><p>subscribers in 2000. </p><p><BR><BR> </p><p>In Malaysia, Animal Planet has signed an agreement with Astro to </p><p>distribute the network on its educational TV, Channel 28. </p><p><BR><BR> </p><p>Animal Planet will continue with joint efforts on the ground, working </p><p>with non-government organisations like Worldwide Fund for Nature, Asian </p><p>Conservation Awareness Programme, Society for the Prevention of Cruelty </p><p>to Animals and the Singapore Zoological Gardens, to look into </p><p>conservation and animal-related issues. </p><p><BR><BR> </p>