Channel 4: Hunted [video]

Credits & Description:

Agency: 4creative
Brand: Channel 4
Country: United Kingdom
Advertising Agency: 4creative, London
Entrant Company: Omd Uk, London
Media Agency: Omd Uk, London
Pr Agency: Omd Uk, London
Production Company: Omd Uk, London
Additional Company: Omd Uk, London
Producer: Fiona Wright (4creative)
Digital Director: Joseph Cartlidge (Omd Uk)
Strategy Director: Claire Dean (Omd Uk)
Wardrobe Stylist: Grace Snell (4creative)
Head Of Marketing: James Walker (Channel 4)
Producer: Luke Fraser (4creative)
Stunt Coordinator: Marc Cass (4creative)
Grade: Mark Horrobin (Smoke And Mirrors)
Production Manager: Tiwirayi Magwenzi (4creative)
Creative: Laura Brailsford (4creative)
Editor: Nick Alix (The Playroom)
Sound Design: Rich Martin (Envy Post)
Group Marketing Manager: Ros Godber (Channel 4)
Director Of Photography: Matt Fox (4creative)
Design: Matthew Challenger (Bold&Bold)
Producer: Se Obrien (4creative)
Head Of Innovation: Toby Gunton (Omd Uk)
Director: Alex Boutell (4creative)
Marketing Manager: Daisy Mount (Channel 4)
Designer: Matt Tomlin (4creative)
Group Business Director: Olivia Browne (4creative)
Executive Creative Director: Chris Bovill (4creative)
Client Manager: Elise Langham (Talon)
Business Director: Nicola Dhanjal (Omd Uk)
Executive Creative Director: John Allison (4creative)
Creative Lead: Pablo González De La Peña (4creative)
Creative: Andy Parkman (4creative)
Senior Digital Producer: Christos Savvides (4creative)
Executive Business Director: Kathryn Dekeyser (Omd Uk)
Production Designer: Tom Gander (4creative)
Execution:
We developed 325 different creative messages that ran across 114 formats on 37 media channels. We ensured that every creative was contextually aligned with each individual media format:•ATM cash machine screens told you to ‘cut up your card’ •Personalised Starbucks cups that said ‘Don’t tell anyone your name’ •Travel card wallets told you ‘This is a tracking device’ •Receipts warned you ‘you’ve told them where you are, run’ •Beer mats proclaimed ‘you have no mates’•Train station floors told you to ‘hide your face’•Mirrors that said ‘change your identity’•Club stamps told people to ‘give a false name’.
Outcome:
•6.3 million people watched the series – that’s 10% of the UK population. •We reached every Londoner an average of 33 times during the campaign •There were over 19,000 Tweets about Hunted on the build-up to the first episode •The first episode attracted 54% more people in the London region than the Channel 4 slot average for that period. •Combined Video on Demand catch-up viewing figures were the highest of any new show on Channel 4 in 2015. •Hundreds of people captured photos of the Hunted media placements and shared them on social media with many proclaiming they felt ‘Hunted by Channel 4’.
Synopsis:
Hunted was a new show from Channel 4, the UK’s third largest broadcaster, that followed 14 individuals as they tried to evade capture from a group of surveillance experts.Our challenge was to launch the show and get 2.5m viewers to tune in. With one surveillance camera for every 11 people in the UK, the show would make viewers imagine life on the run.
Campaign Description:
Our idea was to demonstrate the challenge faced by the people being Hunted and make our audience identify with just how difficult it is to hide. We achieved it by bringing to life the 'invisible net' around them and showing them they could be found anywhere. We used 37 different media channels to recreate the surveillance state we live in. To really deliver impact we didn’t just rely on digital channels where our audience expected to be tracked, instead we bought the net into the physical world in surprising, high frequency, everyday places with everything from ATMs, to coffee cups, receipts to nightclub hand stamps, all demonstrating just how easy it was to find and track our audience. And all driving them to the show.
Strategy:
We had four principles that would generate the excitement and recreate the emotions of life on the run:•Personal: reaching our audience in a space that feels personal, where the media was primarily speaking to an individual•Day-to-day: finding places that were a part of people’s everyday lives, highlighting the things you do and places you go on a daily basis•Surprising: impact through placement or message to add a heightened sense of surprise•High frequency: reaching people as often as possible to increase the feeling of the ‘invisible net’ closing in. The strategy put media at the heart of what we did, ensuring we reached our audience with contextually-relevant messages at all times.