CAMPAIGNS: Brand Building - Top 100 films woo viewers for Channel 4

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.


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


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



The six-hour programme was watched by an average of 2.9 million


The audience peaked at 3.8 million on the Sunday night, with a peak

audience share of 39 per cent.

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