Made in Chelsea cast members Louise Thompson and Francesca Hull will become the face of a partnership between Fox and E4 to promote upcoming romantic comedy The Other Woman.
During TV spots that will air from 21 April on E4 and 4oD, the pair will encourage viewers to vote via Twitter hashtags #e4fight and #e4unite on whether or not they’d stand by a promiscuous partner. The campaign was devised by Vizeum.
Robbie Ashcroft, creative solutions manager at Vizeum, said: “Made in Chelsea is an immensely popular programme that draws in great numbers among the key target audience for The Other Woman.
“It provides the most relevant platform possible to engage with this audience using the simplicity and effectiveness of Twitter to raise awareness of the film and fill cinemas up and down the country.”
Maria Buttaci, UK theatrical media promotions, Fox, added: “We are delighted to be working with Channel 4 and two of Made in Chelsea’s key stars on this truly integrated and endorsed campaign.
“With spot placement within Made in Chelsea and other popular E4 programmes we are able to target women 16-34 in a unique, standout way to really get people chattering socially and between friends.”
The film is released on 23 April.