Channel 4 today announces 4Sales is to offer advertisers a free ad production service to include the broadcaster’s acclaimed, multi-award winning in-house creative agency 4Creative.
The new offer is aimed at brands encountering issues accessing their usual production means during this time of crisis. It sees 4Creative open their virtual doors to advertisers, bringing their distinctive flair and imagination to delivering campaigns within the current production restrictions faced by the industry, and working with a number 4Sales’ award-winning external production partners including The Outfit and Sassy Films.
4Creative and partners will create brand new or transform existing ad copy utilising remote production and editing techniques.
Completely free-of-charge, the offer provides a short-term solution for advertisers seeking to benefit from the current heightened value of TV advertising and will be managed through 4Sales’ new client sales team.
It is open to any brand booking major new campaigns across 4Sales’ portfolio between now and August 2020, with Channel 4’s production investment capped at £20k per project.
Recent research from Channel 4 revealed that 8 in 10 consumers want brands to be advertising, where possible, throughout this time of social isolation and 57% welcome more relevant ads, saying they would like brands to adjust their messaging to better reflect the current circumstances.
62% of viewers say they feel more positive towards brands that consider their messaging during this time.
Matthew Salmon, Sales Director, Channel 4 said, “TV has never been more valued by audiences whilst offering such great value for advertisers. We recognise however that the current limited availability of production services could still be a barrier. We want to remove that barrier by offering this unique, free-of-charge service during this unique time, providing brands access to our internationally renowned 4Creative, and our award-winning production partners.“
Zaid Al-Qassab, Chief Marketing Officer, Channel 4 said: “4Creative is renowned for producing award-winning campaigns aimed at Channel 4’s key young and upmarket audience and we look forward to using that expertise to work together with 4Sales’ production and brand partners in these exceptional times.”