BRIEF: Twofold - to promote the new user-generated programme ‘YouNews’ and solicit submissions, as well as promote the redesigned website 4music.com.
EXECUTION: The main drive was to promote the redesigned website, but after much discussion it was decided to anchor the promotion around programming (to tell the viewer/user what they could DO on the website, rather than merely shout about the new look). By making the explicit promotion about the new show ‘YouNews’ we could place more emphasis on the aspects on interaction available online as well as show the faces of our audience. By using the skin of the website as a framing device, we more subtly demonstrated the other content available (such as news, live streaming content, quizzes, galleries etc) without explicitly mentioning them (which would dilute the main message).
The voice over was delivered in the character of ‘Lavinia’, a slightly dotty old granny who thinks she’s in with the kids. ‘Lavinia’ was created to make 4Music trails stand out against other music television promotions which use younger voices, usually shouting. She is particularly well suited to trails which include slightly odd or youth-specific language. In this case, she mispronounces ‘self expression’ as ‘selfie expression’. And it’s amusing to hear an older lady using internet phrases like ‘do you ‘ship Kimye’.