四不像玄机图

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Channel 4’s Derry Girls

THE CHALLENGE The long-awaited final series of Derry Girls, the hilarious show about a Catholic girl鈥檚 high school in 90s鈥

THE CHALLENGE

The long-awaited final series of Derry Girls, the hilarious show about a Catholic girl鈥檚 high school in 90s Northern Ireland, returned to screens. After its long hiatus Channel 4 needed audiences to remember what they loved about the show. To send the show out with a bang, 四不像玄机图, Channel 4 and OMD
teamed up, to create a campaign that would get people talking鈥nd tuning in to season 3.

This campaign had great bottom of the funnel impact, meeting the following objectives:

  • Create an appointment to view Derry Girls on Channel 4
  • Increase consideration
  • Remind audiences about the series鈥 themes and beloved characters

THE IDEA

Bauer鈥檚 ambition was simple: target the heat audience in an imaginative way. Like the four Derry Girls鈥nd boy, the heat reader had grown up in the 90s, reading the quintessential teen magazine, Smash Hits. To tap into the shows鈥 nostalgia, C4Creative challenged Bauer to revive their iconic magazine brand, turning it 100% Derry Girls to promote the show.

With its trailblazing interviews and famously memorable front covers, Smash Hits paved the way for the teen and lifestyle sector. It鈥檚 cheeky tone and nostalgic feel aligned perfectly with the series. Bauer would create a one-off standalone edition of the magazine, dedicated to Derry Girls, which would run in conjunction with extensive digital amplification.

The show鈥檚 demographic were women 18-35. Bauer鈥檚 team uncovered鈥

The Heat audience were in that
exact bracket.

Nostalgia was at the very heart of
the series and a key reason why
audiences tuned in.

THE EXECUTION

Every inch of the 28-page magazine was carefully curated, offering readers original content that seamlessly weaved the shows鈥 themes into classic Smash Hits features. To ensure that content was exactly as audiences remembered from their childhoods, Bauer even managed to bring on board the magazine鈥檚 original Editor, Jordan Paramor.In no mean feet, over 150,000 copies of the magazine were distributed for free across key city locations 鈥 London, Manchester, Leeds, Bristol, Glasgow, Belfast and, of course, Derry. For audiences who couldn鈥檛 grab a copy on the day, it was also bagged up with that week鈥檚 heat and Closer.

The excitement around the limited edition issue was an absolute Smash Hit! Fans shared their adoration for the magazine, with international fans even asking for copies to be sent to them. The campaign achieved significant PR coverage from The Daily Star to the Belfast Telegraph, and the mag was even featured on TV鈥檚 Lorraine, when cast member Dylan Llewellyn appeared on the show. The revival created a huge talking point and cultural moment, helping Derry Girls see its biggest season ever, making it C4鈥檚 fourth best performing comedy series of all time.

Bauer helped Derry Girls鈥 Season 3 achieve鈥

No.1 TV series of 2022 in Northern Ireland*

An audience of 2.9million
+55% vs the slot average

Won bronze for Media Idea: Under 拢250K at the Media Week Awards, and was shortlisted for their Media Creativity category.

Won Best Use of Print at the Magnetic Spotlight Awards and was shortlisted for their Pratenrship of the Year category.

Shortlisted for a Media and Entertainment Award at the Campaign Media Awards.

*As of August 2022