C4 directs initiative at creative industry

Revolution UK 09-Oct-02

Channel 4 is set to run an online push for its ideasfactory initiative, which offers advice and information to users interested in the creative industries.

As part of the campaign, it will promote a microsite at www.cutout4it.co.uk, allowing users to choose the characteristics of four people in their own company, including their hair and clothes. The information is submitted into its system to show what the company could be like, and then directs the user to C4's ideasfactory for advice.

The microsite has been developed by digital agency Atticmedia, with a link set to be emailed to a Channel 4 database. "Our brief was to create something that built the awareness of the initiative early on and was relevant to the target market," said Mark Weber, group new business director at Atticmedia.

Targeted at 14- to 34-year-olds interested in working in the creative world, ideasfactory offers both online content and offline regional projects through a main web site at channel4.com/ideasfactory. According to Channel 4, the initiative is one of the biggest investments it has made in an online project.

Content online will include articles, games, database resources, workshops and master classes. Users can access a series of zones covering the range of creative industries, such as music and sound, new media, film and TV and performance.