Case Study / September 7, 2016

Channel 4

Supercharging disabled sport for C4

Our creative approach and PR campaign made the Paralympians one of the most powerful stories of London 2012. Channel 4 viewing figures exceeded all expectations, with a peak audience of 11.6 million tuning into the opening ceremony, and record-breaking figures on a daily basis.

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Input

Our creative approach and PR campaign made the Paralympians one of the most powerful stories of 2012.

For 2016 the aim was to build on the foundations laid in 2012 and continue to change perceptions of disability.

Insight

Audiences connect to inspirational stories.

Idea

A six month intensive PR campaign focused around engaging, reminding, informing, exciting and ultimately driving people to view.

Implementation 

Red carpet screening of new advert.

Athlete and presenter profiling.

Editorial features.

Impact 

92% of media coverage was positive.

Channel 4 coverage watched by nearly half of the population.

Audience share was 50% up year on year.