Search thousands of articles by our editorial team and our community.

Share this article: Add to Delicious Digg this Add to Facebook Tweet this
 

BT Mobile partners with Channel 4 for new ad partnership

Posted by: Maxus

Date added: Fri 03 Feb 2017

BT Mobile has today announced a new partnership exclusively with Channel 4. The activity seeks to drive awareness and consideration for BT Mobile’s new Family SIM and highlights how families can save money when they buy together.

BT Mobile partners with Channel 4 for new ad partnership Zoom

The partnership, featuring a series of specially commissioned adverts, features a family instant-messaging group light heartedly discussing a Channel 4 show during its ad break. The content of each 20 second video vignette is themed to relate to the show, and specific episode, it is airing in.

The spots will take the first ad slot (after sponsorship idents) within an ad break during each show.

This contextual ad campaign will run during the ad breaks of some of Channel 4’s biggest shows, including The Jump, Homeland, Gogglebox and Jamie & Jimmy’s Friday Night Feast (see above image). The activity will premiere during the first break of the new season of Channel 4’s The Jump on Sunday 5th February, and will run through until Gogglebox on Friday 24th February. It will also run on-demand across All4.

The spots have been devised by 4 Sales and The Outfit, while Maxus UK has been responsible for the media buying and strategy.

Dan Ramsay, BT Consumer marketing director, said: “These spots allow us to celebrate family conversations and how saving is part of everyday family thinking. We loved the idea of bringing to life the benefit of Family SIM in an interesting and innovative way.”

James Williams, account director at Maxus said: “Channel 4 is the ultimate broadcaster of sophisticated high profile shows and is a natural fit for this campaign. Our consistently brilliant relationship with Channel 4 has allowed us access to the programming schedule of some of the UK’s most discussed TV shows, and provided the perfect platform to launch this campaign. The activation is unlike any other mobile campaign in market at present and showcases real consumer insight around how families interact with each other via mobile whilst sat on the sofa.”

Dan Bixby, deputy agency principal, Channel 4 said: “We’re delighted to be working so collaboratively with BT, Maxus and The Outfit to deliver this bespoke, thematically contextual campaign around Channel 4’s key shows.”

Other articles by Maxus:

The Body Shop and Airlabs Introduce Anti-Pollution Bus Stops In London

The Body Shop and Airlabs Introduce Anti-Pollution Bus Stops In London

The Body Shop and Airlabs, alongside The Body Shop’s media agency Maxus, are today introducing a ground-breaking new initiative to help reduce air pollution exposure for thousands of people in London.

Fri 26 May 2017

Chupa Chups sponsors social influencer dodie’s debut tour in first-of-its-kind campaign

Chupa Chups Sugarfree has sponsored YouTuber and singer-songwriter dodie’s debut tour, the first time in the UK that a brand has sponsored the tour of a musical vlogger/YouTuber.

Wed 12 Apr 2017

Fruittella becomes headline sponsor of ITV’s brand new show ‘Little Big Shots’

Fruittella becomes headline sponsor of ITV’s brand new show ‘Little Big Shots’

Confectionery brand Fruittella, part of the Perfetti Van Melle group, has today announced that it will be the headline sponsor of new Warner Bros. TV Production UK entertainment show Little Big Shots on ITV, made by Wall to Wall.

Fri 23 Dec 2016

Login
Add your profile