Nationwide Building Society has announced that it is to a 12 month extension of its product placement agreement with ITV in Britain’s most popular soap, Coronation Street, following a successful trial.
That deal saw a Nationwide ATM machine installed on set, a branding move which ITV’s own research found was correctly recalled by seven out of ten viewers when quizzed the day after viewing.
This research, conducted in partnership with Nielsen, showed that Corrie viewers were highly engaged with goings on on the show, driving awareness of the Nationwide brand.
Nine out of ten respondents also identified the placement as unobtrusive in the narrative flow of the episodes.
Andy McQueen, Marketing Director, Nationwide said: “Nationwide Building Society are pleased about the initial results of this Product Placement, and are happy to extend the relationship with ITV to ensure further brand presence in Coronation Street. It is really exciting for Nationwide Building Society to be in the vanguard of the Product Placement industry in the UK with ITV’s best loved programme.”
Gary Knight, Commercial Content Director, ITV said: “Live case studies, such as the one we’ve conduced in partnership with Nationwide, are an important part of what the industry needs to demonstrate to clients and agencies that product placement, when integrated and aligned with editorial values, is a great addition to a multi-platform campaign.”