"Everybody
Needs a Place to Think" - BBC FOUR’s
launch campaign
"Everybody
Needs a Place to Think" is the hook of the launch campaign
for BBC FOUR, the new cultural digital channel, starting on 1 March.
BBC
Broadcast Ltd, the BBC’s newly-formed commercial venture, completed
the major integrated advertising campaign.
"Everybody
Needs a Place to Think" will break on TV on 16 February and
across cinema, radio, print, on-line and ambient media from 1 March.
Designed to generate awareness and trial of BBC FOUR, this powerful
campaign also challenges viewer perceptions about the medium of
television.
James
Pestell, Head of Marketing for BBC FOUR, said: "We are positioning
BBC FOUR as the most intellectually and culturally rewarding channel
on television. The campaign aims to stimulate existing and prospective
digital viewers to access this new free-to-air service from 2 March
2002."
BBC
Broadcast Creative Director, Ruth Shabi, said: "The core concept
of the campaign ‘Everybody Needs a Place to Think’ reflects
BBC FOUR’s aim to give viewers access to big ideas and brilliant
people. All of the media executions feature a diverse selection
of personalities chosen to be representative of the range, depth
and stimulus provided by the channels output."
The
three TV executions each feature a place of inspiration for a particular
creative figure: Lord Byron’s Villa Deodati on the shores of
Lake Geneva which was the inspiration behind Mary Shelley’s
Frankenstein, the Chiltern Hills in Oxfordshire where Ian McEwan
wrote Atonement and the Antioch Baptist Church in Cleveland, Ohio
where Jesse Owens prepared for the 1936 Berlin Olympics.
Radio
treatments feature war poet Wilfred Owen, jazz master Duke Ellington,
country poet and author Laurie Lee and American composer Aaron Copland,
while the print executions represent artist Sam Taylor-Wood, actor
Dennis Hopper, writer Susan Sontag and composer Philip Glass.
Commissioned
by BBC FOUR’s marketing team, BBC Broadcast created and produced
the entire campaign in addition to planning the promotional air-time
across BBC’s TV, radio and on-line services.
From
March, BBC Broadcast will supply a comprehensive promotion, play-out
and channel management service for BBC FOUR including the provision
of subtitling, sign language and audio description for visually
and aurally impaired viewers.
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