Mar 05 2010

Branded develop brand strategy and positioning for SeeSaw

Branded, the Loewy-owned strategic brand consultancy, has successfully concluded the brand positioning for SeeSaw, the UK’s new online TV service.

SeeSaw was launched in Beta (trial) mode earlier this year and officially launched on 17th February. Branded won the project in December last year, having previously worked with the service in its earlier incarnation as Project Kangaroo.

Branded successfully developed the brand strategy and messaging . The brand strategy has since been used as the basis for all of SeeSaw’s internal and external communications, including the advertising campaign by Fallon.

The agency also coined the name ‘SeeSaw’, based on the idea that the service allows you to watch both current and catch-up programming.

Phil Ley, MD and founder of Branded, says, “We are really excited to have worked with SeeSaw on this project. As a completely new service, we were working with a blank canvas - and a broad brief to capture everything exciting and unique about the service and translate this into effective consumer branding.”

“We worked closely with the team at SeeSaw to define the brand’s positioning and messaging. We’re confident that the result reflects a compelling and relevant proposition that will appeal to trade and consumers in the increasingly competitive VOD market.”

Maya Bhose, head of brand marketing at SeeSaw, adds, “We chose Branded because of their proven branding experience with broadcast and VOD services in Europe. The team demonstrated real insight during the entire process; as a result of their work, we have been able to create a really comprehensive brand strategy that will appeal to TV fans.”