4creative campaign targets diehard fans in final Friends task

To mark the final series of the US sitcom Friends, 4creative, the Channel 4-owned creative agency, has developed a campaign using catchphrases and icons from the previous nine series.

Among the items included in the campaign, which breaks in the middle of February, are Marcel the Monkey from series one, Joey and Chandler's Layzee Boy chairs and an example of Phoebe's poetry.

The campaign targets long-term fans of the show and is supported by on-air trails, radio, press ads in magazines such as Heat, Star, OK! and Closer, postcards in 800 cafes and bars and London Underground six- and 16-sheets. It kicks off after the series has started.

The campaign was written and art directed by Tom Tagholm and James Chambers.

Naked was responsible for the media planning with media buying through OMD.

The final series of Friends begins on 5 February on E4, with each show repeated the following Friday on Channel 4. Although audiences have fallen in recent years, Friends is still a "banker" show for the channel. The ninth series attracted a 17 per cent share of viewing with an average audience of four million.

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