Channel 4 and BT have launched a bespoke advertising campaign starring Clare Balding, George Clarke and Simon Rimmer, each sharing how the use of communication technology has delivered meaningful personal moments in their lives.
The campaign launched at 8pm on Friday 8th June during George Clarke’s Amazing Spaces on Channel 4, the ads build on BT’s brand new ‘Be There’ campaign, with Clare, George and Simon’s stories humanising its assertion that ‘Every moment of every day, we’ll help you be there’.
Running through to the beginning of next year, the creative campaign will air across Channel 4’s portfolio of channels as well as 4Sales’ partner channels including UKTV’s portfolio, BT Sport, Box TV brands and PBS America.
The idea was developed through 4Sales’ creative arm PL4Y in collaboration with the The Outfit who produced the work with brand advice from AMV. 4Sales and BT’s media agency Essence Global are responsible for brokering the partnership.
This activity represents the first time 4Sales has launched a BT brand partnership and builds upon previous successful work including the launch of the brand’s Champions League coverage and Family Sim Mobile campaigns.
Dan Bixby, Deputy Agency Principal, Channel 4 said: “This latest collaboration with BT has delivered an engaging and creative campaign, demonstrating their ‘Be There’ proposition’ perfectly through the honest personal stories of recognisable Channel 4 faces.”
Zaid Al-Qassab, Chief Brand and Marketing Officer, BT said: “We’re delighted to be working with Channel 4 and The Outfit to activate our BT “Moments” campaign. Using Channel 4 personalities to tell their stories about technology helping them be there for the moments that matter is a perfect way to bring to life what our brand is all about.’’
Niall Murdoch Founding Partner, The Outfit said: “Working with BT and Channel 4 to bring the brand’s ‘Be There’ positioning to life in an authentic way meant working closely with Channel 4 talent. Clare, George and Simon told us a mix of touching, funny, charming and very genuine stories about their lives and how technology helps them to be there with their families and connect to the ones they love.”