This paper discusses the launch campaign for the television channel 'More4'. The channel's main target audience was upmarket Channel 4 viewers (ABC1, 35-54), and the advertising objectives were to create awareness, build a sustainable audience share, and justify premium advertising rates.
|Agency: DDB London||Authors: Dan Ng, Julia Wood, Sarah Carter, Les Binet and Jonny MacKay|
More 4 – How “adult entertainment” sold grown up television to grown up viewers
Launching a successful new television channel is not easy. Proving the role of communications...