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Chairing the Voice

The re-launch that put the audience in the most famous chair on TV


With the migration of The Voice, from the BBC to ITV, we needed to ‘supercharge’ the re-launch, having never lived up to the hype of its X Factor rival. This meant winning back the 16-34 year old viewers who’d lost interest on the BBC. To remind them of what they love most about the show whilst showing it’s back, bigger and better than ever!

The Idea

We did this by putting the audience in the most iconic aspect of the show – the judge’s red chair. Using 4DX technology we transformed the humble cinema seat into an out of this world red chair experience during Star Wars. A bespoke Snapchat lens meant our audience could share selfies from the most famous chair on TV to create buzz ahead of the launch.


In the words of Will.I.Am – they were dope! The show launched to an audience of over 7 million people, with a record 35% average share of viewing amongst 16-34s, beating the previous BBC share by 10%. Our Snapchat lens significantly exceed platform benchmarks to achieve over 1 million uses. ITV brand love peaked during the campaign time period.