Languages campaign crosses into youth TV show with Wombats

LONDON - A government brief to increase the take-up of foreign languages at GCSE level has resulted in a Channel 4 TV series called 'Je Suis un Rockstar' featuring indie band The Wombats.

The programme is one part of the strategy produced by communications planning agency Naked in response to the Department for Children, Schools and Families' brief.

The four-part series shows how three young language students get on when given the chance to act as the band's tour 'fixer', each in a different location in Germany, France and Ibiza.

The Liverpool-based band have had a number of hits from their first album 'A Guide To Love, Loss and Desperation', including 'Let's Dance to Joy Division' and 'Moving to New York'.

The series was created by PHD's content agency Drum and delivered by production agency Shine working with COI Moving Image.

The first half-hour episode aired on Saturday morning on Channel's T4 youth strand and was watched by 188,500 people across Channel 4 and Channel 4+1.

Naked's strategy also uses advertising, PR and online to engage young people with languages through their passions, including sport as well as music.

Ad agency Farm has created five 30-second broadcast spots featuring an indie band, rappers, footballers, a dancer and a singer from France, Germany and Spain.

Digital agency Lean Mean Fighting Machine is working on online activity which will break in September and PR is being handled by Band and Brown.

All elements of the campaign point to the T4 hub, which features the long-play television adverts, exclusive behind-the-scenes footage from the programme, and features on European music festivals. The site will build with further relevant content throughout the year.

Nikki Waid, deputy head of marketing at DCSF, said: "This campaign has been a great team effort, which has resulted in genuinely fantastic content.

"We believe this bold and innovative approach will be central to our aim of increasing the numbers of young people who choose to study modern foreign languages."

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