Channel 4 has announced a new sponsorship deal with Citroën that will see the French automobile manufacturer becomes UKTV’s Dave channel partner.
The new two-year channel partnership launching on February 15th involves primetime programme sponsorship on UKTV’s Dave channel, a series of 10 second idents that will run every day, as well as brand licensing and sponsorship on UKTV Play. The deal was brokered by MediaCom’s creative systems division.
A series of sponsorship idents, from creative agency Havas London, blends French aesthetic, music and a voiceover to depict, at first glance, what appears to be stereotypical Parisian streets. That is until someone opens their mouth – with the unmistakable regional dialect and local lingo making it clear the characters are, in fact, quintessentially British.
Rupinder Downie, Brand Partnerships Leader at Channel 4, said: “We are delighted that we’ve been able to partner Citroën with UKTV and Dave in what is a truly innovative deal – marking the first time we’ve carried out a partnership of this scale with Dave. The brands prove a solid fit and the idents work seamlessly with some of the channel’s most popular programmes.”
Eurig Druce, Managing Director of Citroën UK, said: “We are incredibly excited to announce our partnership with Dave. As one of the country’s most popular channels, Dave provides its viewers with hours of entertaining programmes, and a great mix of much-loved classic shows and original productions. Citroën and Dave are a great fit, and the channel is a perfect place to host content in line with our new message of being ‘The French Car that Speaks Your Language’. We are excited to work with Dave and cannot wait to see how viewers react to our new ident clips that will be featured across the channel.”
Luke Hales, Dave Channel Director, added: “We are so happy to be partnering with Citroen, it was clear from early on in the relationship that there is a real synergy between the brands and we share a similar world view. I am excited about the creative ideas we are discussing and, if the new idents are a reflection of things to come, then we have found the perfect brand partner in Citroen.”