More 4

Awards: Bronze, Best New Client & Effectiveness Agency of the Year

Television channel launches bring challenges; especially difficult is the disentangling of the effect of programming content from that of communications. This paper shows how the inspired and provocative idea of ‘adult entertainment’ successfully positioned and launched a new television channel of ‘grown up’ programmes to a valuable audience of  ‘grown up’ viewers. BARB viewership data proves that the people who were exposed to television advertising for More4 were nearly twice as likely to go on to watch it than people who hadn't been exposed.

Media used TV: Print: Outdoor

For the complete case study visit the WARC website.