Channel 4 has launched a bespoke campaign to celebrate E4’s nuptials to the brand new, hotly-anticipated series of Married At First Sight UK, produced by in-house creative agency 4Creative.
The 2021 revamp of the home-grown version is inspired by the Australian show that captured the attention of British viewers earlier this year. The UK series follows a new group of singles who search for love and a happy ending with complete strangers. The new series features Paul C Brunson, Melanie Schilling, as well as Charlene Douglas, a sex and intimacy expert.
Amber Kirby, marketing director at Channel 4, said of the new series: “We are really excited to support the return of a bigger, more unflinching series of Married At First Sight UK with this integrated campaign that will drive anticipation for the marriage stories about to unfold across multiple platforms, including strong digital and social activity designed to capture the attention of E4’s young audience.”
The new concept film launches a wider creative marketing campaign that includes out-of-home, radio, social, digital, radio and influencer activity. Bauer Media has also entered a partnership to run the new campaign across Kiss radio, Heat magazine, and Heatworld.
Lynsey Atkin, executive creative director at 4Creative, said: “There’s an old adage about marriage, that it makes an honest woman – or man – out of your betrothed. But what if you’re marrying a complete and utter stranger? We figured that’s the time for some real home truths at the altar. We created the most sincere set of vows, that promise drama and absurdity for our star-crossed first-sighters. And, after all, everyone loves a wedding…”
Leading up the show’s launch, wedding-themed ads featuring the cast of the show will be served on Tinder, and launch day itself will see high-profile digital activity featuring a Twitter Spotlight and TikTok Top view, as well as a bespoke Snap Lens on Snapchat.