Post Office and Channel 4’s Amanda Lamb tackle viewers’ property challenges
The Post Office will stage the first ever ‘24 Hour Property Challenge’, exclusively within Channel 4 ad time starting Monday 14th April 2014.
The TV campaign sees the Post Office team up with Channel 4 property presenter Amanda Lamb to meet three home finance and property related challenges in a series of fast turnaround ads; each solved in less than a day and played out within ad breaks stripped across the week,
The ad break innovations form part of the Post Office’s ‘Handled With Care’ marketing campaign and will act as a platform to highlight its financial services expertise and market leading product range, including mortgages and savings.
The challenges will be set by three members of the public, chosen from over two thousand applications via Channel4.com. The tasks could range from needing help on securing a new house to converting an unloved room.
The first 60 second spot will air on Monday 14th April during the hugely popluar One Born Every Minute and will explain to viewers the first contributor’s property problem. The following day (Tuesday 15th), a 60 second ad will illustrate the challenge’s progress, before a final 90 second grand reveal is aired at 9:00pm.
This schedule will continue across the week, with two further property challenges, their progress and results broadcasting on Wednesday and Thursday and Friday and Saturday.
The partnership was brokered by Chanel 4 Sales and media agency Mindshare UK, with the latter working with Prescription Ltd to manage the filming of the ambitious property challenges during the week.
In parallel with the TV adverts, updates to the challenges will also feature on Post Office’s online and social platforms as well as in Post Office branches nationwide.
Martin George, Commercial Director at Post Office, said: “Creating the Post Office 24 Hour Property Challenge is a really innovative way of engaging with members of the public about our Financial Services products and the range of services available. Developing content like this is a key move in our media and marketing strategy.”
Felicity Ive, Deputy Agency Principle, Channel 4 said: ““Channel 4 is focussed on driving innovation in advertising space to increase engagement with our viewers. Working with the Post Office and Mindshare to develop this campaign has resulted in a fantastic example of both innovation and engagement”