CHANNEL 4 HUNTED

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TitleCHANNEL 4 HUNTED
BrandCHANNEL 4
Product/ServiceHUNTED
Category A05. Media & Publications
Entrant OMD UK London, UNITED KINGDOM
Idea Creation 4creative London, UNITED KINGDOM
Media Placement OMD UK London, UNITED KINGDOM
Media Placement 2 TALON London, UNITED KINGDOM
Credits
Name Company Position
James Walker Channel 4 Head of Marketing
Daisy Mount Channel 4 Marketing Manager
Michelle Owusu-Aninakwah Channel 4 Senior Marketing Executive
Chris Bovill 4Creative Executive Creative Director
John Allison 4Creative Executive Creative Director
Laura Brailsford 4Creative Creative
Andy Parkman 4Creative Creative
Alex Boutell 4Creative Director
Olivia Browne 4Creative Group Business Director
Fiona Wright 4Creative Producer
Se O’Brien 4Creative Producer
Luke Fraser 4Creative Producer
Christos Savvides 4Creative Digital Producer
Matt Tomlin 4Creative Designer
Matthew Challenger Bold&Bold Design
Tiwirayi Magwenzi 4Creative Production Manager
Matt Fox 4Creative Director of Photography
Tom Gander 4Creative Production Designer
Grace Snell 4Creative Wardrobe stylist
Marc Cass 4Creative Stunt Coordinator
Nick Alix The Playroom Editor
Mark Horrobin Smoke and Mirrors Grade
Rich Martin Envy Post Sound Design
Kathryn DeKeyser OMD UK Executive Business Director
Claire Dean OMD UK Strategy Director
Joseph Cartlidge OMD UK Digital Director
Elise Langham Talon Client Manager

The Campaign

• Our idea was to do something never done before – turn media into surveillance equipment and recreate the paranoia of being hunted • This would bring the ‘invisible net’ of the surveillance power of the UK to life, putting people in the shoes of ‘the hunted’ and showing the difficulty of the task they were facing.

Creative 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’ • Public transport said to ‘hide your face’ • Travel card wallets told you ‘This is a tracking device’ • Receipts warned you ‘you’ve told them where you are, run’ • Gas stations proclaimed ‘abandon your car’ • Beer mats proclaimed ‘you have no mates’ • Mirrors that said ‘change your identity’ • Club stamps told people to ‘give a false name’ • Train panels instructed you to ‘leave town and never come back’ • Public telephones warned you to ‘never call your family’ • Roadside panels advised you to ‘be prepared to eat anything’

• 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’.

• Hunted was a new show from Channel 4, the UK’s third largest broadcaster, that saw people try to evade capture from a group of surveillance experts • To promote it, we turned 37 media channels into tracking devices to recreate the paranoia of being hunted • We developed 325 individual creative messages that ran across 114 formats • From ATM machines to Starbucks cups, we reached every Londoner an average of 33 times during the campaign, prompting 6.3 million people, 10% of the UK population, to watch the show

Insights, Strategy and the Idea

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.