Channel 4 transformed London Underground XTP screens into a live, dynamic format to promote their flagship 7pm news bulletin and demonstrate their unique tone of voice. The initiative enabled real-time creation and broadcast of C4 news content through a unique content management system. Targeting commuters solely between 4pm-7pm, the service featured live feeds with breaking news content and regular tweets and blog content from the C4 News presenters, including Jon Snow, Cathy Newman and Krishnan Guru-Murthy. All creating an ongoing dialogue and food for debate with the commuting audience on their way home, right before they’d sit down for the evening to watch TV.
The campaign was hugely successful. It achieved increases in positive brand perceptions for Channel 4 News such as ‘innovative’ and ‘trendsetting’ and delivered a phenomenal 76% increase in intention to view, with a 65% rise among those who had never tuned into C4 News before.
The campaign was created by Posterscope and OMD in partnership with Cloud and Compass and CBS.