Read our new manifesto
22 - 26 March

Festival for a rapidly changing world

Topics include: Direct to consumer / E-commerce / Data & privacy / Martech

Channel 4’s latest lockdown message invites viewers into its bubble

Channel 4’s latest lockdown message invites viewers into its bubble

You may not be anywhere near the office water cooler right now, but we still want to spotlight the most talked about creative from the brands that should be on your radar. Today, we’re exploring Channel 4’s latest lockdown message to viewers.

Channel 4 is to put audiences into a lather by reaching out directly to people's homes with an airborne package of comedy and light entertainment – all without bursting anyone's lockdown 'bubble'.

'Bubble Up with Channel Four' seeks to wash away frets and fears with a lighthearted entertainment package centred on new content such as The Great Pottery Throwdown, First Dates, and Junior Bake Of mixed in with some familiar staples such as Desmond’s and The Inbetweeners.

To communicate what's on offer 4Creative floated the idea of a pink bubble which will drift across Channel 4, as well as All4, E4, Film4, 4Music and 4Seven over the following six weeks.

Zaid Al-Qassab, Channel 4’s chief marketing officer, explained: “Lockdowns are challenging at the best of times but this one, coming in January with the post-Christmas blues, is going to be a very tough time for everyone so we wanted to create a warmer, cosier message which invites people to bubble up with Channel 4 and enjoy some much needed escapism.”

Channel 4 has played its part in reinforcing the government's stay at home message, displaying Stay at Home message on-screen at all times throughout the first lockdown to reinforce the importance of minimising movements.

Striking a more irreverent note the broadcaster also got behind the 'We Need Tour Butt' campaign, a humorous appeal for viewers to take some weight off via a series of 10-second fly-on-the-wall style films featuring channel favourites Matt Berry, Jon Snow and Krishnan Guru-Murthy.

Earlier this month The Drum spoke to Channel 4's chief marketing officer Zaid Al-Qassab to get a handle on the broadcasters mission for 2021, as it adjusts to a production schedule constrained by lockdowns while reaping record viewing figures for hit shows such as Bake-Off.

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis