Fiat 500L agrees TV sponsorship deal with Channel 4 for One Born Every Minute in 2014
Posted by: Maxus
Date added: Mon 24 Feb 2014
Fiat today announced that its stylish 500L family range is sponsoring the brand new series of One Born Every Minute starting at the end of the month on Channel 4.
This sponsorship is the latest strand of Fiat’s marcomms strategy to introduce the Fiat 500L range to style conscious parents. Designed to meet the practical needs of families, whilst also appealing to the individual style of mum and dad, the range has captured the imagination of those who have always wanted a Fiat 500 but needed more space.
The sponsorship idents have been developed by krow communications and feature 'Brian the Bear' voiced by comedian Arthur Smith. 'Brian' has become the recognisable face of much of the brand's film content and the voice of harassed parents everywhere. The idents are a series of light-hearted, humorous films based on recognisable parenting truths about the process of giving birth and the subsequent world mums and dads find themselves in. Three sets have been developed, each featuring a different car within the Fiat 500L range and consisting of a series of insights about life as a new parent.
This marks Fiat 500L’s first TV sponsorship, since its launch in March 2013, which will build on the viral success of the Motherhood and Fatherhood to further establish the Fiat 500L as the perfect choice for modern parents.
The partnership was negotiated by Maxus and Channel 4 Sales and will launch on Channel 4 on 24th February 2014 and will run throughout the year across the Channel 4 portfolio of channels including More4 and 4seven.
Elena Bernardelli, marketing director at Fiat UK commented: “One Born Every Minute is one of the most life affirming programmes on TV and is focused around early parenthood. Fiat 500L communications are all about celebrating real-life parenting moments which is why the show is such a great fit. We really hope parents everywhere will recognise their own life experiences in the brand’s surprisingly honest and humorous take on everyday family life.”
Rupinder Downie, partnership controller, Sponsorship at Channel 4 said: “Capturing the most heart-warming moments of the maternity unit at Southmead Hospital in Bristol, our BAFTA award-winning series One Born Every Minute returns to Channel 4 – and we’re delighted that Fiat 500L embarks on its first TV sponsorship venture as the exclusive commercial partner of the show.”
Laura Wade, head of Maxus Partnerships said: “The Fiat 500L represents a new stage in our target audience's lives – when they become parents – a time when people are excited and looking for a car that will fit their evolving lives. One Born Every Minute's warm and positive image and focus on new parenthood made it the ideal programme to partner with for the Fiat 500L's new adventure.”
Nick Hastings, creative founder at krow communications said, "All our Fiat 500L communications put a real, fun and irreverent spin on the everyday moments families face. The idents show how entertaining and engaging this approach can be.
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