All 4 Logo

Nintendo

Nintendo launched their ‘Set Playtime Free’ summer campaign exclusively on All 4, with a media first, All 4-Premier Break. Brokered by 4Sales and The 7Stars.

The Big Idea

The premise is the same as a traditional Premiere Break in that the copy debuted on All 4, before anywhere else nationally. However, the set up played out slightly different on VOD. Traditionally on a Linear Premier Break, creative debuts live in a specific spot. Due to the nature of VOD viewing, the 60” Nintendo creative played out first in every pre-roll, in every ‘Entertainment’ stream on the day of launch at a frequency of 1.

The creative was introduced by a bespoke made 10” All 4 prem break ident which has been created by Sassy and designed by 4Creative in line with specific All 4 branding, utilising the slick and unique All 4 shapes and announced by a resident Channel 4 voice over.

It ran exclusively on All 4 for 24 hours before launching nationally and the Nintendo campaign will continue to run throughout summer against an ADS Bespoke made Nintendo audience.

The campaign is an excellent example of cross team collaboration with digital evolution at the forefront as we worked together to evolve a creative format traditionally for linear screens, to the digital world, to meet the client’s needs. With an All 4 premier break tool kit now in place for Sassy to work with going forward, and 4 Creative fully on board, All 4 premier breaks are a format we would hope to see more of in the near future.

Making it Happen

The campaign is an excellent example of cross team collaboration with digital evolution at the forefront as we worked together to evolve a creative format traditionally for linear screens, to the digital world, to meet the client’s needs. With an All 4 premier break tool kit now in place for Sassy to work with going forward, and 4 Creative fully on board, All 4 premier breaks are a format we would hope to see more of in the near future.