C4 blitzes London for Simpsons push

Channel 4 will mark its debut broadcast of The Simpsons by taking over 80 per cent of the six-sheet poster sites within seven miles of central London.

More than 3,600 posters, with 16 different images, will blitz the capital for four days in a campaign that has cost the channel close to £1 million.

Created by Channel 4's in-house creative services department, the off-air campaign also includes 96 sheets, 48 sheets, 12 sheets and a special-build located at Elephant and Castle in central London. Featuring a giant Bart standing at a blackboard, the special build will remain in situ for eight weeks, with copy changing weekly to reflect a topical issue.

The 96-sheet campaign starts with teaser executions of extreme close-ups of Simpsons characters. After four days, these will be reposted with a full character visual and transmission details.

The campaign was booked and planned by OMD UK and accompanies on-air trails that have been running on Channel 4 since mid-October.

Additional elements will include further trails that mimic the recent "Faces of Four" campaign, with Simpsons characters answering questions such as "What is your favourite word?".

Channel 4 won the broadcast rights to The Simpsons from BBC2 in 2002 after BBC2 pulled out of the bidding for the terrestrial rights to series 12 and 13 and repeats of old episodes. BBC2 paid around £100,000 per episode, but the bidding war for the new series has reputedly put the cost up to £700,000.