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Emojis take centre stage in TLC’s new brand campaign

TLC Entertainment has launched a brand campaign set to inspire a new level of conversation on and off screen.

On 8 May 2016 TLC Entertainment will unveil its brand-new colourful and vibrant on-air look, which along with a new logo, also includes the introduction of emojis on air to fully express the playfulness of TLC.

At the very heart of popular culture, emojis have become part of our daily lives. Whether you are messaging friends, or posting a comment on social media, they are the modern go-to tool to express emotions in as few characters as possible. Now, under the unique concept of OMG with Heart TLC is harnessing the power of this social phenomenon with its own library of emojis, for both on and off air, to showcase the diversity of its content and real-life characters like never before.

Developed in-house, under the leadership of Stephen Royle, senior creative director Discovery Networks CEEMEA, the OMG with Heart campaign incorporates multiple creative executions featuring emojis, such as a dedicated brand spot, on air bumpers and promos, as well as print ads and digital assets, reflecting the vibrancy of TLC.

Social media will play a particularly important role in the campaign, with TLC fans being invited to express their feelings in a fun way, connecting with emotional moments from TLC’s key shows through a custom online meme generator located on the channel’s brand new African website that will launch on 8 May 2016.

“Now in its fifth year, TLC has truly captured the hearts of South African audiences, through its unique mix of eye-opening stories and larger-than-life characters that never fail to get our viewers talking. Building on two of TLC’s core values – surprise and emotion – this new campaign celebrates the channel’s brand-defining programming with the introduction of emojis which, with their universal appeal, are the perfect tools to express, embrace and elevate our TLC stories and encourage a new level of viewer engagement,’ said Lee Hobbs, VP of channels, emerging business, Discovery Networks CEEMEA.

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