Make Your World Bigger was launched in 2014 and has been used by Discovery’s in-house creative teams to create on and off-air advertising, social media campaigns and new content.
Prior to launching the concept, Garnett said Discovery Channel UK had built an identity based on the notion that ‘content is king’ – “But we were only talking to our viewers about individual content, and never giving them a message about the brand as a whole,” he said. With many of its shows originating from the US, this content-focused approach also meant that many UK viewers felt the channel’s programming wasn’t relevant to them.
While Discovery is one of the world’s biggest entertainment brands, Diver-Phillips said audience research revealed that viewers were struggling to pinpoint what Discovery Channel UK was about. She also said that many viewers weren’t aware of its broad mix of factual content (shows range from David Baddiel On The Silk Road, in which Baddiel traces the history of the world’s oldest trade route, to to Misfit Garage, about a group of mechanics who run a hot rod shop. “Being a much admired household brand isn’t enough anymore. People want to know what you stand for,” she said.
Discovery offers small tips in between shows and online for users to make their world bigger – for example, by learning new skills or taking on new challenges. Lead image (top): Discovery’s Make Your World Bigger. Image via doand.co (Federico Gaggio)
The idea for Make Your World Bigger came out of focus groups with viewers: in an attempt to get to know its audience better, Discovery asked viewers what they would do if they could step out of their normal lives for a year and do anything they wanted. The question led to an excited discussion among participants about the places they would go, experiences they would have and things they would learn – “men who had not been very talkative