To relaunch BBC First as BBC NL to Dutch viewers we were tasked to remove the barrier of being a distant UK export. So we positioned BBC NL, as your friendly British neighbour and invited the Dutch to our housewarming party, where surprising stories unfolded under one roof. Our square brand motif guided to key messages and playfully highlighted moments of drama. The party instantly had Dutch viewers entertained by the best of your British neighbours as the channel reached record high share.