This Freaky Ad for a 'Sensory Gaming Device' Is Actually a Promo for a Channel 4 Show
Viewers Intrigued by the 'Azana Band' Found a Trailer for 'Kiss Me First'
Editor's Pick
Viewers of Channel 4 in the U.K. last week saw a freaky promo for a product called" The Azana Band," advertised as "the word's first sensory gaming device" which lets you "feel happiness, fear and pain, without consequence."
Anyone intrigued enough to check it out found it led them to a trailer for a new show called "Kiss Me First," which is about a girl addicted to online gaming.
The film, by 4Creative, led people to Azanaband.com where they discovered that the product, worn around the neck, "brings virtual reality gaming to life." The website has had 346,000 visits to date.
The campaign also included working with gaming influencers Hat Films, who published an "unboxing" video titled *REAL PAIN* in VR! on their channel of almost one million subscribers. Film and gaming entertainment site Den of Geek also published an article about the "mysterious new AzanaBand" revolutionary gaming device whilst promotional AzanaBand posters appeared in London and Manchester.
Alice Tonge, head of 4Creative, says in a statement: "Kiss Me First is a brilliant show with a very unique audience, so to get their attention we needed to do something innovative and different. To create intrigue, excitement and a genuine buzz around the show, we partnered with influencers and launched the AzanaBand as if it were a real-life gaming product."
It's not the first time that Channel 4 has used a fake product promo to create buzz around a sci-fi series; in 2015 a creepy ad and a pop-up store advertising "Persona Synthetics" led people to discover a trailer for its A.I.-themed series "Humans."
Credits
- Date
- Mar 14, 2018
- Brand :
- Kiss Me First
- Client :
- Kiss Me First
- Agency :
- 4Creative
- Online Media Partner :
- Den of Geek
- YouTube Content :
- Hat Films
- YouTube Content :
- The Yogscast
- Executive Creative Director :
- Alice Tonge
- Creative Director :
- Eoin McLaughlin
- Creative Team :
- Jack Croft
- Creative Team :
- Stacey Bird
- Creative Team :
- Anne-Grit Maier
- Creative Team :
- Francesca van Haverbeke
- Director :
- James Brown
- Photographer :
- James Day
- Designer :
- Ollie Booth
- Group Business Director :
- Matt Berry
- Head of Production :
- Clare Brown
- Executive Producer :
- Shananne Lane
- Production Executive :
- Miketta Lane
- Producer :
- Luke Fraser
- Senior Digital Producer :
- Christos Savvides
- Project Manager :
- Olivia Emmerson
- Director, Photography :
- Ollie Schofield
- Production Designer :
- Daniel Wharton
- Editor :
- James Brown
- Online :
- Platform Post
- Visual Effects :
- John Cryer
- Post Producer :
- Jackie Sanders
- Audio Producer :
- Ian Chatham
- Social Producer :
- Lucy Ferguson
- Social Production Assistant :
- Kelly Lacroix
- Social Video Director :
- Charles Barclay
- Website :
- Joi Polloi
- Digital Display :
- Biborg
- Retoucher :
- Curious
- Head of Marketing :
- James Walker
- Group Marketing Manager :
- Nic Moran
- Marketing Manager :
- Michelle Owusu-Aninakwah
- Marketing Executive :
- Marcus Chamberlain
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