Discovery Communications

Discovery Communications charged Brand+Aid with helping it solve a very interesting marketing challenge: How to do you brand its flagship channel when it now features such disparate programming as wildlife, history and home design shows, plus hit franchises like Shark Week and Monster Garage all under the same marquee? What’s more, how do you drive viewership to these programs and day parts at the same time? One proposed way was to reposition Discovery Channel not just as providing the thoughtful, enriching and educational offerings we’ve come to expect, but fare that’s also fun, entertaining and often downright silly at the same time. Creatively, we featured real viewers whose curiosity and quirky personalities led them to make little personal discoveries while watching its varied lineup, which we likened to some of the greatest discoveries of all time.