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| Author | Zoe Aresti |
Digital Cinema Media’s (DCM) ident was taken over by The Aliens last weekend, as E4 launched an exhilarating and disruptive cinema campaign to promote the release of its upcoming 6-part original comedy drama.
The ident ran in the content spot of the ad reel and saw DCM’s normal ident interrupted by a broadcast message from the Alien League, rallying aliens to fight human oppression and join the movement.
The campaign was created and executed by 4creative, OMD UK, DCM and Pearl and Dean. It spanned the length and breadth of the UK over the weekend of 5 – 7 February 2016, showing on nearly 1200 screens. DCM’s ident is created to engage the audience and prime them for the advertising and main feature.
Davina Barker, Head of Agency Sales, Digital Cinema Media (DCM), commented: “Sponsorship of DCM’s ident offers E4 an opportunity to utilise the power of the big screen to reach an upmarket, early-adopting, social-savvy and light TV viewing audience. E4 is always looking for ways to push the boundaries of its advertising content, finding ways to stand out while keeping in-line with its brand’s ethos. This is the first time our ident has been hijacked in this way, but we’re thrilled to be working with them on this campaign.”
Hannah Gething of OMD UK added: “Channel 4 is a long-term cinema advertiser and this latest campaign allows the brand to maintain a powerful association with great movie content through an innovative and exciting campaign.”
Harry Dromey, Group Marketing Manager at Channel 4 said: "We challenged ourselves to entertain and bring the drama to life. The result is the disruption of as many media channels as possible to stop people in their tracks and get them talking about The Aliens. It's necessitated an incredible amount of collaboration working in sweet harmony with 4creative, OMD UK, Social Chain and numerous innovative media owners. With the disruption of DCM’s normal ident we will definitely stop people in their tracks, but we hope they don’t start talking until after the film. LOL.”
The cinema campaign was run as part of a wider-integrated campaign in conjunction with out of home, digital, social, radio and road block on TV.
The drama series The Aliens stars Michael Socha and Michaela Coel and tells the story of aliens who, though they look and behave exactly like humans, are forced to live a segregated life, behind a huge wall in a ghetto called Troy. The show will TX on E4 on 8 March 2016.
Read how the news was covered by Campaign.