July 15th saw the start of OMD UK’s paid media support for the much anticipated Super. Human film to kick start the Channel 4’s Paralympics campaign.
OMD UK supports this powerful and emotive piece of work across Social and Digital channels to expand our owned channel reach and crucially, get people to view the film and take in the messaging.
The three-minute film, which debuted on Channel 4 last Friday just before Celebrity Gogglebox at 9pm, is set to a version of So You Want to be a Boxer from Bugsy Malone, by British artist Jay Prince. With an increase in traffic and buzz, we wanted to capitalise on the opportunity – the team was able to be ultra-reactive and secured a Twitter Timeline Takeover for Sunday 18th July, meaning that Super. Human was the first ad people would see as they logged onto Twitter that day.
The film also launched on Facebook and Instagram on the 15th running until Saturday 17th. These channels were chosen to deliver the right mix of Reach coupled with the ability to deliver the long-form asset. We liaised closely with Facebook to create a thumb-stopping intro as creative best practice for 3’’ ahead of the long-form asset.
The YouTube campaign is still live across a range of formats until the 22nd July, using a mix of formats to push viewing via Pre-Roll & Instream, as well as harvesting demand via YouTube Discovery.
“Super. Human.” will be Channel 4’s biggest marketing campaign of the year, Alex Mahon, the chief executive of Channel 4, said at the virtual screening.