More4 Tv Channel Launch: "MORE4 PUB QUIZ" Design & Branding by Channel 4

Category: Digital Design – Websites & Online Advertising
Advertiser: CHANNEL 4 MARKETING
Product/Service: MORE4 TV CHANNEL
Agency: CHANNEL 4
Agency: FRANKI&JONNY
Date of First Appearance: Mar 16 2010 12:00AM
Entrant Company: CHANNEL 4, London, UNITED KINGDOM
Entry URL: http://more4pubquiz.frankiandjonny.com
Digital Producer: Tom Powell (4creative)
Producer: Louise Oliver (4creative)
Creative: Alice Tonge (4creative)
Business Director: Molly Manners (4creative)
Sound Design: Rich Martin (Envy)
Technical Director: Jonny Green (Franki & Jonny)
Creative Director: Franki Goodwin (Franki & Jonny)
Lead Designer: Deborah Casswell (Franki & Jonny)
Lead Developer: Jamie White (Franki & Jonny)
Media placement: Website - On Line - 16.3.2009
Media placement: More4 Pub Quiz Ale - Distributed To Winnes And Journalists - 16.3.2009
Media placement: More4 Pub Quiz Jumpers - Distributed To Winnes And Journalists - 16.3.2009
Media placement: On Air Promotional Trails And Blipverts - Broadcast On TV - 20.3.2009

Describe the challenges and key objectives
To create a compelling online game that kept people coming back, whilst giving them a luxurious brand experience that truly reflected the More4 values: accessibly intelligence with quirky humour at the heart. Objectives were to create an addictive game mechanic with questions that reflected the right level of intelligence and More4 content, include the talent, special features that were fun to discover and create interesting money can’t buy prizes.

Describe the brief from the client
Extend the idea behind the More 4 ‘Pub Quiz’ brand trail into off air media, specifically online with a view to creating an engaging brand experience that appeals to the More4 existing audience and gets new people interested.

Describe how you arrived at the final design
The final design came about from the thought: ‘if More4 had a pub...’. We proceeded to make The More4 Pub environment and quiz mechanic. The quiz itself had to be an intelligent, humorous, highly compelling game with interesting features for example challenging the talent (Jon Snow, Tony Robinson, Kevin McCloud, David Starkey) to a game in their specialist subject. The setting had to be slick with quirky features (e.g. changing your drink, going to the loo to look for clues). The content had to be delivered in an interesting way and the prizes had to be quirky one-off, money can’t buy.

Give some indication of how successful the outcome was in the market
Nearly a million quizzes were played on the More4 Pub Quiz website over a six month period. With users returning regularly and spending on average of 13 minutes on each visit to the site – getting through thousands of questions. Dozens of users were awarded for their pub trivia prowess with bottles of More4 Ale or More4 Arms polo shirts.