Channel 4 has released the new campaign for North West soap, Hollyoaks, produced by its in-house agency, 4creative.
Part of a wider, Know The Feeling campaign, in the films key characters talk candidly to camera. The creative aims to form unexpected connections with viewers as the characters show their lives aren’t so far from their own.
“As Hollyoaks celebrates its 27th year on air, it is still as relevant and relatable as the day it first hit our screens,” explained Amber Kirby, Marketing Director, Channel 4.
“With these films, we want to celebrate this by creating a knowing connection between our lead characters and the audience, showing the heartfelt and real motivations behind the storylines which keep the UK entertained week after week.”
The campaign was produced following audience research and character archetype work, which identified that viewers enjoyed seeing familiar storylines on screen.
It’s led to a new marketing strategy for the Lime Pictures soap, focusing on a longer-term character-focused campaign, whilst working hand in hand with “monthly single-minded storyline bursts.”
