Introduction: In a groundbreaking move, National Geographic Channels International (NGCI) and National Geographic Channel U.S. (NGC) unveiled their first-ever global tagline and brand campaign: "Live Curious." This significant initiative was rolled out across 166 countries and 34 languages, reaching approximately 315 million households worldwide. The collaboration between NGC and NGCI reflected a shared vision for enhancing the brand's impact and creating a unified message that resonated with diverse audiences.
The Essence of "Live Curious": Extensive consumer research was conducted to identify common values that encapsulated the essence of the National Geographic brand and could transcend geographical boundaries. Qualitative studies and focus groups helped refine an overarching theme that struck a positive chord with viewers. The result? "Live Curious," a tagline that embodied the curiosity, exploration, and pioneering spirit synonymous with National Geographic.
A Global Brand Campaign: "Live Curious" served as the foundation for a global brand campaign that showcased the network, its captivating programming, and talented hosts. Initially launched in the United States, India, and the Netherlands, the campaign eventually reached over 315 million homes in 166 countries. The toolkit provided to each region included core elements that could be customized with local footage, talent, messaging, and non-traditional tactics to ensure maximum local relevance.
Global Collaboration and Diverse Campaigns: To foster ongoing collaboration and inspiration, localized campaigns created by NGC regions were shared with other regions. This exchange formed the basis for future iterations of the campaign worldwide. National Geographic Channels in Australia, Hong Kong, Italy, Spain, Turkey, the U.K., and the United States were among the first to develop local campaigns, building on the central global concept.
Promoting Programming and Talent: The brand campaign featured key programming and talent from shows shared around the world, including personalities such as Sean Riley (World's Toughest Fixes), Cesar Millan (Dog Whisperer), John Garcia (Dogtown), Chris Fischer (Shark Men), Batso and Johnny O (Rescue Ink), and Zeb Hogan (Monster Fish). The tagline "Live Curious" was reflected across various consumer and trade advertising platforms, including broadcast, print, outdoor, and digital mediums. Ad sales extensions and digital touchpoints, such as a microsite, social networking applications, and games, were also developed.
Campaign Elements: The campaign encompassed various elements, both on-air and off-air. On-air components included an anthem spot filmed in South Africa and Mozambique, brand spots created by NGC teams in Spain and Italy, and network IDs featuring program talent. Off-air elements ranged from stationery and themed t-shirts to a "Year of the Curious" calendar and a Live Curious contest that offered unique Nat Geo experiences to lucky winners. Online, the dedicated "Live Curious" website featured the anthem and interactive content, including videos, games, articles, and photos. Web banners, viral promos, social networking opportunities, and an online game further engaged audiences.
Conclusion: The introduction of the global tagline "Live Curious" and the accompanying brand campaign marked a significant milestone for National Geographic Channels International and National Geographic Channel U.S. This unified message connected with viewers worldwide, inspiring curiosity and exploration while promoting the network's captivating programming and talent. With its global reach and commitment to diverse campaigns, National Geographic reaffirmed its position as a leading brand that transcended borders and cultures, bringing the wonders of the world to millions of households.
