Context
Updated Upmarkets is an initiative by Channel 4, with the help of Kantar Media, to modernise the ABC1 segmentation tool, which was conceived in the 1960s.
Channel 4 performs especially well with upmarket audiences, and the Research and Insight team required a film aimed at advertisers and media buyers to act as an introduction to both this initiative and the planning support they offer to advertisers.
Approach
We wanted to explain the motivation and reasoning behind the project and the potential benefits to advertisers, so we structured the script around a ‘march of progress’ from the 1960s to today.
Solution
With the help of motion graphics pros Beautiful Creative, the project took the form of an off-beat introductory video using bold type, animated graphics and found imagery, with voice over by Amanda Carlton – the voice of More4.
Related
Channel 4 Tribes | Research & Insight