FremantleMedia, best known for family-friendly shows such as Pop Idol and the Price is Right had developed a new reality TV show – ‘Get The F*ck Out of My House’ (GTFOOMH) – 100 people crammed into an ordinary 2 bedroom, 2 bathroom suburban house with the promise of €100 000 prize fund for the winner that stayed the course.
Coley Porter Bell was tasked with developing the positioning, personality, tone of voice and visual identity for the show. Appealing to millennial viewers, the branding needed to avoid the generic language of reality TV, instead owning a distinct space that would communicate it as a ‘class act’ versus competitors such as Big Brother.
Following a stage of insight gathering, a Visual Planning workshop was used to define a distinctive brand proposition that took GTFOOMH away from the organised, observational and exhibitionist world of Big Brother into a much more chaotic, provocative and subversive space. We summed this up as ‘come revel in the chaos of the human zoo’.
The visual identity fully supports this subversive positioning. There is clear dissonance between the traditional crossed-stitch embroidery which evokes System 1 associations of ‘Home Sweet Home’ and the forthright name of the show. Not to mention the discovered ‘eerie’ details such as Venus Fly Traps and snakes nestled within the blossom of the logo design. Every aspect of the visual identity and tone of voice is designed to provoke and to jar with expectations.
The show has been a resounding success. It was aired in the Netherlands on RTL5, achieving its highest ratings for an original new show in over 6 months, as well as smashing viewing figures, beating the broadcaster’s slot average by +57% for the commercial target of adults aged 20-34. It has also been commissioned by a number of other countries to air later in 2017.