Samsung invests in its biggest ever TV sponsorship with C4 Sales
Channel 4 Sales and Samsung Home Appliances have today announced an exclusive seven figure partnership, representing Samsung's biggest ever investment in TV sponsorship.
The one year partnership launched yesterday, Monday, 30th March, 2015 at 8.30pm with Samsung branded sponsorship idents appearing around the brand new Channel 4 series Travel Man, presented by Richard Ayoade.
Branded sponsorship idents from Samsung Home Appliances will be seen around newly created programming strand Better Living across Channel 4, More 4 and UKTV's Good Food channel, as well as Channel 4's new digital service All 4. Better Living programming will cover popular food and lifestyle programmes including Channel 4's Posh Food, The Recruitment Agency, Food Unwrapped and The Autistic Gardener as well as Good Food's Nigel Slater's Dish of the Day and Hairy Bikers Best of British.
The partnership, brokered between Samsung's media agency, Starcom MediaVest Group (SMG) and Channel 4 Sales, includes branded original short form content - available later this year on Channel 4's digital Shorts platform via All 4.
Samsung's creative agency Cheil are behind the entertaining sponsorship idents, which are designed to drive awareness and showcase the full range of Samsung Home Appliances, covering washing machines, refrigeration, vacuums, ovens and microwaves. The creative theme celebrates the diversity of modern British life.
The partnership was managed by Karl Newman, Head of Sponsorship and Partnerships at LiquidThread, Starcom MediaVest Group's branded content division and Channel 4 Partnerships Account Manager, Melanie Ball.
Lana Sanleandro, Marketing Director - Home Appliances, Samsung Electronics UK and Ireland, said: "This pioneering cross-platform partnership between Samsung and Channel 4 represents Samsung Home Appliances' continued commitment to enhancing consumer experiences and raising brand awareness. As a brand we are committed to exploring new and engaging ways of communicating with our customers and this twelve month always on campaign with Channel 4 is an example of how we are evolving our marketing approach".
Pippa Glucklich, co-CEO Starcom MediaVest Group, said: "This is a unique and creatively driven partnership that has come about through strong collaboration between the team at Samsung, Channel 4 and ourselves. The cross-platform sponsorship deal will see the use of branded original short form content deployed across C4's Better Living Strand, which is an exciting step for Samsung".Rob Ramsey, Partnership Leader, Channel 4 said: "Following a successful sponsorship campaign on UKTV, Samsung were keen to develop the relationship across the Channel 4 Sales portfolio and Better Living provided the perfect solution. The partnership includes cross platform sponsorship across a multitude of new and returning programmes and the creation of bespoke content that will premiere on the Channel 4 Shorts platform before being distributed across Samsung's own platforms".
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