Mercedes-Benz Vans ties with Channel 4 to pen first ever TV partnership deal with UKTV’s Dave

Mercedez-Benz Van’s is set to sponsor UKTV’s Dave channel for the first time after inking a six month deal with Channel 4 sales.

it is the brand's first foray into TV sponsorship with idents created by Cygnus Associates to appear around the programming strand Character’s on Dave, including programmes such as Storage Hunters, Mock the Week and QI.

To highlight the different characters that use the vehicles, a series of ten second idents depict different scenarios featuring a fictitious customer company’s branding on either a Citan, New Vito or Sprinter van.

Steve Bridge, managing director, Mercedes-Benz Vans said: “For us, the partnership is an ideal fit – Dave’s values and ethos provides us with a great platform to share our customer-focused message. The viewing audience aligns extremely well and allows us to deliver engaging messaging with high impact and broad reach.

Dave’s share of the TV viewing audience was up 9.3 per cent year-on-year in the first quarter with a share of 1.41 per cent.

“Dave is enjoying a great start to 2015 and Characters on Dave showcases a range of the channel’s most popular and highest rating shows,” added Rupinder Downie, partnership controller, Channel 4.

The idents will appear from today (1 May).

Jennifer Faull

Jen Faull is Brands Editor at The Drum. Based in London, she has interviewed major business figures including top marketers from Mondelez, Unilever, Tesco, and Lidl.

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