Channel 4 and Lime Pictures have teamed up with O2 to create a series of ground-breaking contextual TV adverts to promote the launch of Load & Go, the cash card for young people from O2 Money.

Channel 4, ZenithOptimedia and creative agency The Outfit collaborated to produce a series of twenty individual adverts tailored to complement the ongoing story lines from Hollyoaks.  The commercials are broadcast exclusively during Hollyoaks centre breaks (and repeated during the weekend omnibus) and feature two teenagers, Matt and Samantha, who work together in a shop called Load & Go. Matt is a Hollyoaks super fan and the adverts focus on his burgeoning relationship with Sam, the beautiful shop assistant working at the store.  Over a four-week period their story unfolds, tied in with characters and events that have happened in Hollyoaks, alongside both characters using the Load & Go card. 

Each 30 second spot relates directly to the episode being broadcast and drives viewers online to channel4.com/hollyoaks.

Tactical placement of an ad next to the right piece of content is something planners often look to do – for example, you may remember Coke buying spots right next to Celebrity Big Brother to play off John McCririck's anger at there being no Diet Coke in the house, or more recently the Dulux campaign on ITV around Dancing on Ice takes this further by referencing the programme within the ad – but this example contextual advertising is a real step up in terms of advanced planning, integration with the programme storyline and in the use of its own on-going narrative.
To support the on-air campaign, Conker Media created a micro site, sponsored by Load & Go, that shows viewers how they can get the Hollyoaks look and lifestyle. The micro site features a range of exclusive material featuring various Hollyoaks cast members talking about themselves both on and off screen as well as information on how to apply for the Load & Go card. Virtual 360 rooms give the audience the first chance to explore some favourite Hollyoaks sets and hotlink to purchase items used to decorate the rooms.

“We wanted to create an innovative campaign that genuinely engaged with Load & Go’s target audience and Hollyoaks was the perfect vehicle due to the purity of its audience. From the start Zenith, O2 and Lime Pictures really bought into this idea and working together with The Outfit we have produced a campaign that is quirky and engaging with the same quality production values as the programme itself.  We’re always looking for ways to make TV adverts work harder and feel that by linking into the fabric of the show we’ll be able to create a genuine connection between the O2 brand and Hollyoaks fans. We’re really excited and proud of this new campaign.”

David Amodio, Strategic Sales Manager at Channel 4

“We wanted a unique and innovative campaign for this ground-breaking product. These contextual ads fit the bill perfectly while Hollyoaks provides one of the best opportunities out there to reach the target audience for Load & Go.”

Alistair Johnston, Marketing Director at O2.

The deal was negotiated by Hamid Habib, Communications Planning Director at ZenithOptimedia and David Amodio, Strategic Sales Manager and Daren Benton, Deputy Head of Strategic Sales at Channel 4.  The creative for the on-air commercials was produced by The Outfit, a creative agency specialising in innovative, content-led advertising solutions for brands.

Congratulations to everyone involved.

Links

http://www.channel4.com/entertainment/tv/microsites/H/hollyoaks/o2loadandgo/

About Load & Go

Load & Go card from O2 Money is a free, pre-paid Visa card delivered in partnership with NatWest.  Aimed at young people aged 13 and over, the innovative card gives them the freedom and convenience of a Visa card, but within a safe framework. Load & Go will help teens learn valuable lessons about money management as well as providing a safer way to carry around their pocket money.