Niche music TV channel C4 wanted to re-brand as a mass entertainment channel with wider appeal. Welcome to FOUR, the channel that is all about fun. We wanted to launch in a way that would excite the media and capture people's imaginations. Media attention was essential - especially as other TV channels would not run ads for a new rival.
We flew over Dutch artist Florentijn Hofman to build a 40ft high inflatable yellow duck, and release it into Auckland's busiest harbour - the Viaduct.
The story broke within hours - by newspaper, TV news, online and word of mouth. We ran a full page newspaper ad featuring the duck to announce the arrival of FOUR. For the week it bobbed around the Viaduct, the duck made hundreds of thousands of friends. During that time it was the most photographed object in the country. We shot onlookers' delighted reactions to the duck and turned them into TV spots, channel idents and graphic stings for FOUR.
Viewership was up 228% on launch night compared to the week before the launch, and in the first month ad revenue was up 48% on the same time last year.
Paul Jones and Jordan Dodson, directors. Tanya Cathro, producer.