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Channel 4 rebrands as Channel 4th

Channel 4

Channel 4 rebrands as Channel 4th

Channel 4 is urging viewers to go out and vote with a temporary rebrand…

The ‘rename’ is a campaign to encourage people to vote in this week’s General Election, rebranding as Channel 4th in a playful reference to the July 4th polling date.

Developed by Channel 4’s in-house award-winning creative agency, 4creative, the campaign sees the on-air channel graphic (the bug), Channel 4 idents and continuity slides become 4th between July 1st and July 4th. In addition, the iconic ‘Giant 4’ installation outside its London office forms part of a “vote on the 4th” message displayed on the building.

Nic Moran, head of Channel 4 Marketing:

“At this crucial moment in time for the country, we’re proud of what our campaign represents. We want to remind people that the most powerful way to make a difference is also the easiest. The brand message is impactful in its simplicity, and speaks to Channel 4’s purpose and commitment to younger audiences – we hope this will strike a chord and get people to their local polling station. We’re excited to bring the 4th to our audience.”

The campaign, ‘be lazy, just vote’ aims to remind people that sometimes the most powerful form of enacting social change is the simplest. Out of home posters nationwide, with design inspired by polling station signs, poke fun at voter apathy and list the range of activities more difficult than voting, for example “the easiest way to put a cross in the box” in a nod to the UEFA Euro 2024. On-air continuity announcements will also include campaign references allied to a range of social and influencer activity.

The campaign sets out to remind people that voting has never been easier, with 74% of people saying they live within ten minutes of their nearest polling station.

Chris Wood Deputy ECD, 4creative:

“We all want to do the right thing but often we just don’t get round to it. With a polling station closer than your local pub and casting your vote definitely requiring less work than scrubbing out a marmite jar, we thought a friendly nudge to encourage people to put a cross in a box felt very Channel4. Then when the election was announced for the 4th of the month it was bit of a gift, it meant we could do the save the date reminder in the most low effort kind of way (always my preferred approach).”

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