Channel 4 and Which? help people get it right in unique new campaign series

Channel 4 is teaming up with Which?, the UK’s consumer champion, supported by their media agency Goodstuff, for an innovative, contextual advertising campaign that helps viewers to buy with confidence.

The partnership, live from December 13, marks a media first where the iconic Channel 4 world space is combined with Which?’s voice as a trusted partner. The campaign raises key, seasonal consumer issues to be aware of, from buying knock-off gifts online and expensive home improvement mistakes, to ‘shrinkflation’ of the food shop and hidden travel extras.

The themed adverts will play during relevant programming, highlighting Which?’s trusted support that can help viewers make the right choice on their purchases. In another first, those on food shrinkflation and home improvements will also draw on relevant Channel 4 shows Sunday Brunch and Kirstie and Phil’s Love It or List It, featuring their logos within the marketing world space as well as references in the voiceover.

Originally conceptualised by Channel 4’s Content and Creative Solutions team, the launch follows collaboration between Which?, Goodstuff, and 4Creative. The series of 6 x 20-second videos combine digital and stop motion animation, utilising the expertise of production company A+C Studios.

The series launches with a Christmas ad where festive music gives way to a voiceover asking viewers if shopping for gifts online “has left you with a nasty surprise this Christmas”, before a knock-off perfume bottle labelled “Faux de Toilette” sprays and causes the narrator to react.

Each ad sees the perspective of the Channel 4 marketing world space cube utilised in creative ways: for example the advert covering home purchases, sees the cube turn into a lounge with a sofa in it.

Each ad transitions from Channel 4’s branding into a bespoke design incorporating the Which? logo and colours, plus a voice-over guiding viewers with advice as Which?’s ‘voice of reason’.

The partnership will run across Channel 4’s linear and streaming viewing, with adverts on Channel 4’s YouTube channel and follows a wider brand campaign by Which? this winter, addressing common complaints shoppers experience during the festive season.

Chris Braithwaite, Customer & Commercial Leader, Channel 4 Sales said:

“This deal demonstrates what a meaningful brand partnership is capable of, bringing Which? directly into our cube world to celebrate our first deal together.

Achieving this required the best of Channel 4 working in combination, and our audience will appreciate the support provided during one of the busiest shopping periods of the year, possible because of Channel 4 Sales’ efforts in partnering with a brand associated with reputability and trust. 4creative were able to visualise this collaboration in a setting that our viewers already know so well, creating an effective end product.”
 

Kat Chinnock, Head of Brand and Communication Planning, Which?, said:

“It’s a challenging time for a lot of people, with constant pressure to spend, spend, spend. Yet we’re getting ripped off left, right and centre - from shrinking groceries to Christmas gifts not turning up as advertised, and hidden fees taking the shine off holidays.
 

“We are delighted to be working with Channel 4 to expose these poor practices and remind viewers that we’re here to help them avoid the pitfalls and make the right choice, while our team continues to investigate and lobby for change behind the scenes.”
 

Henrietta Cheung, Client Partner, Goodstuff, said:

“In today’s complex retail and consumer landscape there is no better time for two consumer champion brands to come together in a unique partnership. Expertly crafted and delivered series of creative with inventive media planning and buying to drive stand out supported by clients prepared to change the status quo bringing Which? to TV screens in our living rooms for the first time in five years.”

ENDS