UK commercial broadcaster Channel 5 is launching a new brand campaign ‘At Home on 5’ ahead of its upcoming 21st anniversary on March 30th. The campaign launches across a range of media including cinema, out-of-home, social media, press and digital platforms from March 26th and marks the single biggest investment in marketing the brand since it was acquired by Viacom in September 2014.
The campaign, celebrating the feeling of home, was developed by Channel 5’s in-house team 5 Creative and brand agency bigsmall.works. It will be brought to life through a series of cinematic films and idents where real people and well known faces from across the channel including Tony Robinson, Claudia-Liza Armah, Jane McDonald, Bettany Hughes and Ben Fogle celebrate ‘the magic of home’ and what home means to them.
“Viewing habits are driven by reputation and recommendation and as viewers are time poor, we know that live TV is effective in helping them to unwind, connect and feel comforted. ‘At Home on 5’ is a powerful and emotional campaign conceived with these need states in mind, encouraging audiences to reappraise the channel by surprising them with our content,” Chris Aylott, Senior Director, Marketing, Channel 5 commented. “With home being central to the campaign, working closely with Crisis will shine a light on the serious issue of homelessness in the UK.”
Crisis Chief Executive Jon Sparkes said: “We’re delighted to be partnering with Channel 5 over the next three years to raise awareness of the UK’s homelessness crisis and how to put an end to it. There are currently 160,000 homeless households across Great Britain. Homelessness has a devastating impact on people’s lives; the average age of death for a homeless person is just 47. No one should have to face this, especially when we know this crisis can be solved. We look forward to working with Channel 5 to shed light on this urgent issue and show the country how homelessness can be ended once and for all.