Channel 4 has today launched a bold new ad campaign to promote its long-running soap opera Hollyoaks, spearheaded by the release of three intimate 40-second films.
The broadcaster’s latest promo push comes as part of it ongoing ‘Know The Feeling’ campaign, which was kick-started after consumer research found that audiences enjoyed seeing familiar storylines on screen.
Each clip will feature a separate character from the show, who breaks the fourth wall to establish a greater connection with the viewer. All three spots celebrate the quirks of iconic characters as they divulge their inner thoughts.
Marking the start of a new marketing strategy for the show, the three hero films will run across Channel 4 and All 4, whilst shorter edits will appear across social media platforms such as YouTube, Facebook, Instagram, TikTok and Snapchat.
An accompanying out-of-home campaign will also be launched continuing the frank conversations started by the shorts, with characters posing questions to passers-by.
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“Hollyoaks is a magnet for nearly every bit of drama life can throw at you. But it’s agonising, entertaining and let’s face it, reassuring, to see yourself reflected in the characters’ lives on screen,” 4Creative executive creative director, Lynsey Atkin said.
“Getting into trouble, fighting other people’s battles and being the talk of the town for all the wrong reasons might look a little more glamorous in this Chester suburb, but deep down we all know the feeling, and we hope these films show the real heart of Hollyoaks.”
Channel 4 marketing director, Amber Kirby added: “As Hollyoaks celebrates its 27th year on air, it is still as relevant and relatable as the day it first hit our screens.
“With these films, we want to celebrate this by creating a knowing connection between our lead characters and the audience, showing the heartfelt and real motivations behind the storylines which keep the UK entertained week after week.”
