UKTV launches U masterbrand with ‘biggest-ever’ campaign starring Cher
UKTV has launched its new masterbrand, U, with an “extensive” multimedia campaign planned by Havas Entertainment. The move was first announced in June.
The activity, UKTV’s “biggest-ever media spend”, includes a 60-second TV ad with singer Cher making surprise appearances in different UKTV programmes that will run on ITV, Channel 4 and Sky.
It will also run on UKTV’s social and linear channels, as well as YouTube, Facebook and TikTok. The spot was developed by UKTV’s in-house creative shop in partnership with HunkyDory Films.
Penny Brough, UKTV’s chief marketing officer, said the work followed 10 months of research, design and asset creation.
She added: “Our aim was to deliver an advert that’s authentic, memorable, creates talkability and feels every bit as dynamic as our new masterbrand U. Cher’s iconic song I Got You Babe perfectly aligns with our campaign tagline, ‘We’ve Got U’, reflecting the depth and range of almost 8,500 hours of free content available on the U streaming service.”
The campaign aims to “deliver the most personally recommended campaign ever carried out” by UKTV and generate awareness of the name changes. UKTV’s free streaming service UKTV Play becomes U, while its free-to-air channels have been renamed U&Dave, U&W, U&Drama and U&Yesterday.
OOH executions will appear on prominent sites, highlighting new and exclusive shows with a fly-poster design.
Additional activations include social media takeovers, connected TV, digital display, online videos and a pop-up restaurant.
Meanwhile, Havas Entertainment has secured a strategic radio takeover with Bauer Media that will see Absolute, Magic, Gold and Greatest Hits Radio stations renamed for a day, along with on-air endorsements and personalised U channel recommendations for callers to the shows.
Alex Sherr, managing partner at Havas Entertainment, said: “It’s brilliant to support U during this exciting period of transformation and growth for the brand. U’s commitment to fostering joy through its diverse range of shows has a deep-rooted place in our culture, which is what we’re all about.
“We’re excited to play our role in supporting U’s ongoing brand evolution and mission to redefine free-to-air streaming for the better.”