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Creative Creative Works E4

Channel 4 gives away Married At First Sight UK campaign


By Ellen Ormesher, Senior Reporter

July 28, 2021 | 3 min read

Channel 4 has launched a bespoke campaign to celebrate E4’s nuptials to the brand new, hotly-anticipated series of Married At First Sight UK, produced by in-house creative agency 4Creative.

Married at First Sight

Channel 4 has said I do to Married At First Sight UK series

The home-grown version of the global phenomenon has had a major makeover for 2021, taking inspiration from the hugely successful Australian show that gripped British viewers earlier this year. The new UK series is a bigger, more dramatic take on the format, following a fresh batch of singles as they search for love and a happy-ever-after with complete strangers. The new series also features relationship experts Paul C Brunson and Melanie Schilling, and sex and intimacy expert Charlene Douglas.

Amber Kirby, marketing director at Channel 4, said of the new series: “We are really excited to support the return of a bigger, more unflinching series of Married At First Sight UK with this integrated campaign that will drive anticipation for the marriage stories about to unfold across multiple platforms, including strong digital and social activity designed to capture the attention of E4’s young audience.”

The new conceptual film kicks off a wider creative marketing campaign that includes social, digital, radio, out-of-home and influencer activity, as well as a new partnership with Bauer Media, which will run across Kiss radio, Heat magazine and Heatworld.

Lynsey Atkin, executive creative director at 4Creative, said: “There’s an old adage about marriage, that it makes an honest woman – or man – out of your betrothed. But what if you’re marrying a complete and utter stranger? We figured that’s the time for some real home truths at the altar. So we created the most honest set of vows around, that promise the drama and absurdity of what will undoubtedly await our star-crossed first-sighters. And, after all, everyone loves a wedding...”

Leading up the show’s launch, wedding-themed ads featuring the cast of the show will be served on Tinder, and launch day itself will see high-profile digital activity featuring a Twitter Spotlight and TikTok Top view, as well as a bespoke Snap Lens on Snapchat.

Channel 4: Married At First Sight by 4Creative

By Channel 4

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