BRIEF/CONCEPT
Your 4
BRIEF: To create a campaign for a new TV channel targetted at over 60s. CONCEPT: The campaign is both on-screen and off-screen in order to target as large a proportion of the target audience as possible. The channel isn’t about re-runs of programmes but about quality television which challenges without patronizing. BRIEF 4- CHANNEL 4 (D&AD)
01/06
The name and logo I have come up with is Your 4, it is a simple name but in keeping with the Channel 4 portfolio. Research showed older people didn’t care for fancy logos or names but the focus was on the content of the channel, therefore I have kept the branding simple. There isn’t a channel aimed at this target audience, so this channel is aimed specifically to fulfil their viewing requirements.
OUGD301 BRANDING/PROMOTION GEMMA BYRNE
IDENT 1
0:00
0:01
0:08
BRIEF 4- CHANNEL 4 (D&AD)
0:04
0:10
0:06
0:13
02/06
A 13 second ident using stock footage from www.xstockvideo.com. I have chosen to use stock footage due to a lack of knowledge in video and film. I have used several layers of the same film on top of each other at different opacities, to create the sense of moving through clouds when the camera moves through the layers. The music is Turquoise Hexagon Sun by Boards of Canada, the reason for this choice is because it is relaxing and complements the visuals.
OUGD301 BRANDING/PROMOTION GEMMA BYRNE
IDENT 2
BRIEF 4- CHANNEL 4 (D&AD)
0:00
0:01
0:02
0:04
0:05
0:00
0:01
0:02
0:04
0:05
03/06
These are 2 slightly varying 5 second idents, this is the mischievous part of the brief coming out - I think the dog in the old style glasses is humourous but not offensive. The dogs behaviour could be seen as representing over 60s, e.g. it isn’t a playful puppy bouncing around, but this dog is very calm. These idents are lilely to be used at the start of a programme with some narration over the top. Again, this is stock footage from www.xstockvideo.com, and although its stock, it is exaclty the kind of vision I had but I didn’t have the knowledge or equipment to achieve.
OUGD301 BRANDING/PROMOTION GEMMA BYRNE
IN-PROGRAMME POINTER
MENU
4:00pm Countdown
5:00pm Grand Designs 6:00pm News
Your 4 Your 4
BRIEF 4- CHANNEL 4 (D&AD)
Your 4
Grand Designs Monday 8:00pm
04/06
The in-programme pointer points to what programme is on now, next and later. I have made the design very clear and easy to read for those who may be visually impaired, but it is similar in structure to the existing Channel 4 design. A blue animated block wipes across to the halfway point and the programmes are shown in white, as the narrator mentions a programmes, it increases in point size so the audience can see it clearer, pushing the programme underneath, down, it lasts about 5 seconds. The menu lasts about 3 seconds and shows the name and time of the programme while it’s shown on screen.
OUGD301 BRANDING/PROMOTION GEMMA BYRNE
PRE-LAUNCH SCREEN
Your 4. Nature. Quizzes. History. Houses. Gardening. Cookery. Sports. Culture. Current Affairs. News. Documentaries. Antiques. Films. Politics. Family. DIY. Food. Weather. Drama. True life.
Launching 1st January 2012.
Nature. Quizzes. History. Houses. Gardening. Cookery. Sports. Culture. Current Affairs. News. Documentaries. Antiques. Films. Politics. Family. DIY. Food. Weather. Drama. True life. Your 4.
Your 4
Your 4 Virgin: 141 Sky: 141 Freeview: 27 Launching 1st January 2012.
This screen will display on the frequency that the channel will be broadcast on for 2 weeks prior to the launch, this gives chance for people to discover the frequency and familiarise themselves with the content. It isn’t necessary for music or sounds on this screen, as most people will switch over to another channel once the information has been read.
BRIEF 4- CHANNEL 4 (D&AD)
This screen will be shown in between advert breaks on; Channel 4, More 4, Film 4 and E4 in an attempt to expose the new channel as much as possible. In particular, advert breaks of programmes the over 60s are most likely to watch e.g. Countdown, Grand Designs and Dispatches. It will be on the screen for around 15 seconds.
05/06
These are static screens to be displayed prior to the channel launch. The purpose of these screens are to summarise what the audience can expect from the channel, and when the channel will be launched. The design is very simple and easy to read as I have to consider viewing capabilities of individuals. The logo on the left idea will animate in the same way as on the Ident 2 board, which is by rotation and scale, this will be a very slow animation that occurs once every 30 seconds, this way it does not cause annoyance.
OUGD301 BRANDING/PROMOTION GEMMA BYRNE
POSTCARD
Your 4
Your 4. Nature. Quizzes. History. Houses. Gardening. Cookery. Sports. Culture. Current Affairs. News. Documentaries. Antiques. Films. Politics. Family. DIY. Food. Weather. Drama. True life.
Your 4 Launching 1st January 2012.
Virgin: 141 Sky: 141 Freeview: 27
BRIEF 4 - CHANNEL
06/06
The printed distributional material is a minimal part to the campaign due to waste prevention. Older people are more likely to evade flyers handed out in the street, so this will be part of a direct mail campaign where it isn’t as invasive as being personally approached. Again, the design is very minimal, and the message is straight to the point in order to fully grab the audience’s attention without confusion.
OUGD301 BRANDING/PROMOTION GEMMA BYRNE