Channel 4′s ‘Space Season’ represented TV boldly going where TV had never gone before with a whole week’s worth of highly engaging programming. The aim of the paid digital campaign was to drive awareness and tune-in of the season finale; ‘Live from Space’ – a two hour broadcast live from the International Space Station depicting one of its 92-minute orbits of planet Earth at 17,500 miles per hour. To deliver impact online, we decided to run a YouTube Masthead and an expanding Telegraph ad placement with a beautifully crafted, zero-gravity induced video sequence culminating in the all-important TV trailer to help deliver the tune-in message for the show.
If being sucked out first person into zero gravity wasn’t bold enough, the creative concept was made all the more dramatic by a custom live page capture where the content of The Telegraph homepage – news headlines, images, text and all – were also seemingly sucked out of the airlock to help deliver maximum impact.
The units were hugely successful, with 70 millions impression on YouTube alone, an interaction rate of 9.92% (well above the YouTube average) and over 4 million additional views for our trail – winning 2 Lovie awards in the process and confirming our campaign message; Astronauts are damn cool!