Want to Disappear? Edgy Campaign Shows You How to Go Off Grid

Channel 4's Integrated Campaign Promotes New Reality Show 'Hunted'

By Alexandra Jardine. Published on Sep 08, 2015

Editor's Pick

To promote new reality show "Hunted," in which a bunch of people will try to go off-grid without being tracked, Channel 4 has launched a campaign across London that gives people tips on how to disappear in the 21st century.

The edgy integrated campaign is the latest work from the broadcaster's in-house agency 4Creative, whose recent experiential campaigns included a fake store front purporting to sell synthetic humans, for "Humans" -- a show that became the broadcaster's biggest hit in 20 years, according to The Guardian.

"Hunted," which starts on September 10, is a six-part "real-life thriller" in which a group of ordinary people will go on the run, tracked by a team including an ex-CIA agent and ex-Head of the Counter Terrorist Unit.

The campaign includes phone boxes carrying messaging about never calling your family, ATM screens that tell you to cut up your card, and train station "takeovers" at London's Victoria and Liverpool Street stations where commuters will be bombarded with messages such as "There are 105 CCTV cameras in this station. Hide your face."

There's also a tie-up with Starbucks, which will issue people handwritten cups advising them not to reveal their name ever again.

Meanwhile, contextual ads will appear across websites and social media platforms containing messages relevant to the specific content a person is viewing. For example, visitors to finance web sites will read "forget your savings. All your card purchases leave a trail," and ads on sport-related sites will tell readers that "The only one on your side is you." Geo-targeted banner ads will serve location specific information to people browsing the internet on their phones: for example someone in or around Liverpool Street train station might see an ad stating "Liverpool Street is the first place they'll look for you."

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Sep 08, 2015

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