Channel 4 kicks off cheeky marketing push for short-form content strand Shorts
Channel 4 has launched a marketing campaign to promote its new short-form content strand Shorts.
The broadcaster, which launched the 4oD-based content hub last November in response to increasing demand for more snackable, mobile-optimised content, will launch the campaign tomorrow (2 August) across all its channels.
The ad, created by its in-house creative agency 4Creative, is accompanied by retro hit “Short Shorts” by The Royal Teens, and captures moments and glances of an eclectic mix of people all wearing very short shorts in different, humerous ways - showing off “beautifully directed buns”, as described by heads of 4Creative Chris Bovill and John Allison.
Shorts original content, created specifically to be viewed on the move on tablet and mobile devices, feature talent including Jamie Oliver, and Food Tube celebrities, Guy Martin, Made in Chelsea’s Binky Felstead and Mark-Francis Vandelli. Genres range from film, games, comedy, satire, popular science and futurology, along with lifestyle, food shows and current affairs.
Part of the reason for the launch of Shorts is to provide an alternative branded content hub to YouTube, where content can easily become lost due to the size of the platform.
Shorts mark the broadcaster’s first major forray into branded digital ad-funded deals, having signed British Gas, Rimmel and Alfa Romeo as partners.
Yesterday it also worked with PR firm Taylor Herring to launch a PR stunt, for which men of all shapes and sizes and sporting very short shorts were seen on the London underground and various other locations.