‘Share a Coke’ comes to 4oD


Share a CokeCoca-Cola and Channel 4 have entered a historic partnership, creating personalised digital television adverts.

The ‘Share a Coke’ campaign has been extended to Channel 4’s 4oD platform, in which viewers have to log in to watch content.

4oD users will see a bottle of Coca-Cola with their own name on it, followed by the brand’s advert.

Channel 4 has been chosen for the campaign, as half of the 16-24 demographic in the UK are signed up to 4oD.

Find out more about the innovative campaign here and tell us what you think of it.

Choice should include offering the chance to say no thanks


Something that is increasingly occupying the minds of marketers is choice. Demanding customers want to consume what they want, when they want and how they want. The consumption of marketing communications is no different – consumers want to feel that they have some control.

The television industry has recognised this, with ITV mulling a new ad format on its video demand service ITV Player. It allows users to skip ads if they correctly answer questions based on the brand or product on the spot. Channel 4 is one of several broadcasters trialing an ad format that allows viewers to choose which ad they want to watch from multiple brands ahead of video-on-demand content. Viewers will still have to watch the ads – broadcasters and brands need to make a living – but consumers offered choice feel empowered and more readily willing to engage with the advertiser offering the option.

Direct marketers have fewer options so are unable to replicate their counterparts from other channels. They can, however, make some efforts to offer consumers a choice of what they receive and when. The Green Preference Service, launched in June and attracting noteworthy interest, offers consumers a choice of whether they want to receive DM by physical or electronic mail.

Direct marketing is continually dogged by accusations that it is unscrupulous in its approach – carpet bombing consumers with junk mail and spam email with little or no regard for those they are actually “targeting”. One way of tackling this is offering choice. Not only how they receive DM but whether they receive it. Opt out should be proactively offered by brands in a very deliberate visible fashion. As counter-intuitive as that might seem, customers that do not take up a brands’ offer of opting out will be more receptive.

To read the article in full please visit Marketing Week

advertising photo.jpg

Choice should include offering the chance to say no thanks


Something that is increasingly occupying the minds of marketers recently is choice. Demanding customers want to consume what they want, when they want and how they want. The consumption of marketing communications is no different – consumers want to feel that they have some control.

The television industry has recognised this with ITV mulling a new ad format on its demand service ITV Player. The new format allows viewers to skip ads if they correctly answer questions based on the brand or product on the spot. Channel 4 is one of several broadcasters trialing an ad format that allows viewers to choose which ad they want to watch from multiple brands ahead of video-on-demand content. They will still have to watch the ads – broadcasters and brands need to make a living – but consumers who are offered choice feel empowered and more readily willing to engage with the advertiser offering the option.

Direct marketers have fewer options so are unable to replicate their counterparts from other channels. They can, however, make some efforts to offer consumers a choice of what they receive and when. Indeed, there is already a movement in that direction. The Green Preference Service, launched in June and attracting noteworthy interest, offers consumers a choice of whether they want to receive DM by physical or electronic mail.

DIrect marketing is continually dogged by accusations that it is unscrupulous in its approach – carpet bombing consumers with junk mail and spam email with little or no regard for those they are actually “targeting”. One way of tackling this is offering choice. Not only how they receive DM but whether they receive it. Opt out should be proactively offered by brands in a very deliberate visible fashion. As counter-intuitive as that might seem, customers that do not take up a brands’ offer of opting out will be more receptive.

To read the full article please visit Marketing Week

advertising photo.jpg

Mini poster sites for a mini series


To promote Channel 4‘s new series ‘Seven Dwarves’ twenty miniature billboards were placed in various locations around London. Complete with working lights each was a perfect scale model of a 48-sheet poster site.

The sites announced the launch of the new series however they appear to have been very popular as all ‘disappeared’ very quickly, but what a great idea!

Concept and design by 4Creative

Photographer Gary Salter

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7 Dwarves 2.jpg

Breathing some fresh air into TV


Channel 4 are taking on a new lease of life as they put a breath of fresh air into, well outside of, their offices. Hannah Gourlay’s iconic new scultpture was inspired by yoga paced breathing exercises with the intention of creating ‘a brief moment of calm for passers-by and Channel 4 staff, a moment to pause for relaxation, reflection and renewal.’

Gourlay and FreeState collaborated with structural engineers Atelier One and Architen Landrell, a tensile architecture specialist to create the installation. Each section of the Big 4 has been wrapped in a fabric from Dartex Coatings Ltd, which is more commonly used for NHS bed mattresses but chosen here for its ability to stretch sufficiently and then revert to its natural shape. The creative review highlights more of these technical details.

At night, the 4 will be lit from within to give a golden glow in colours reminiscent of those used in the first idents created by Martin Lambie – Nairn.

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Blueprint’s Big Breakfast with John Snow


Designing for the deprived, tree-hugging, and the ‘architecture of lunacy’ – all subjects discussed by John Snow at last weeks Blueprint Big Breakfast.
See the full talk on the Blueprint web site in three parts.
First segment below:

Stunning redevelopment of an Ice House featured on Restoration Man


Check out fantastic redevelopment of an Ice House on Ch4 with George Clarke  http://bit.ly/avxl2v

Ice House.jpg

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