Creativity

Channel 4 Personalizes Ads for 'Alien: Covenant' on Its Video-on-Demand Player

Trailer on All4 Urges Viewers by Name to 'Run'

By Alexandra Jardine. Published on Apr 25, 2017

Editor's Pick

The U.K.'s Channel 4 is starting to run audio-personalized ads that incorporate viewers' names on its All4 video-on-demand player -- including one for 20th Century Fox's "Alien: Covenant" that exhorts the viewer by name to "Run."

As part of campaign promoting the U.K. release of "Alien: Covenant" on May 12, All 4 viewers will see a trailer for the film with the personalized message added in, urging them to run from the movie's terrifying otherworld threat. The idea was developed through 4Sales and 20th Century Fox media agency Mindshare. The other two advertisers to first use the service include beer brand Foster's, and household brand Ronseal.

David Amodio, Channel 4's digital and creative leader, said in a statement: "The most attention-grabbing word for anyone to hear is without doubt one's own name, so to be able to offer advertisers the chance to speak directly to our millions of viewers is not just unique, but an immensely powerful marketing tool."

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Credits

Date
Apr 25, 2017
Client:
Twentieth Century Fox/Channel 4

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