Client: Channel 4
PR Team: In-house
Campaign: The 100 Greatest Films
Timescale: August - December
Budget: From departmental budget
Channel 4's two programmes on the 100 best films were part of the
channel's 100 Greatest... weekend series. The programme, presented by
Graham Norton, featured interviews with actors and directors, including
Stephen Spielberg and Quentin Tarantino.
The list was compiled from a poll of polls and ratified by a panel of
film experts. A public vote decided the final order.
Objectives
To maximise the number of viewers and reinforce C4's reputation for
innovative, talking-point TV and film programming; plus to drive new
subscribers to FilmFour.
Strategy and Plan
The campaign was to have broad appeal and was aimed at sparking debate
and anticipation as to what would be the 'greatest film of all
time'.
National newspapers and TV listings magazines were targeted and a
generic image encapsulating the film genre and programme originality,
using Graham Norton, was created.
A tailor-made press tape was released to maximise preview opportunities
and illustrate the calibre of interviewees.
Quotes from interview transcripts were also fed out.
The final order of the top 100 was released on transmission day for
next-day coverage.
Measurement and Evaluation
Radio Times published four different cover versions for the event, the
first-ever cover for a C4-commissioned programme.
Extensive news, feature and blanket 'pick of the day' coverage appeared
in every national newspaper, listings magazine and weekly entertainment
magazine. The programme sparked both public and media debate and was
still being written about in national press well after the
broadcast.
Results
The six-hour programme was watched by an average of 2.9 million
viewers.
The audience peaked at 3.8 million on the Sunday night, with a peak
audience share of 39 per cent.
