Casio Edifice pens six figure sponsorship deal with Discovery Network UK

Watch brand Casio Edifice has sponsored Discovery Network UK’s portfolio of motoring programmes in order to promote its partnership with the Formula One team, Infiniti Red Bull Racing.

The six month long deal, commencing Tuesday 1 July, will run across Discovery Channel, Quest, Discovery Turbo and Discovery Shed and includes ad funded vignettes (shown above) produced in-house by Discovery Creative London.

The 60 second shorts show how Infiniti Red Bull Racing make marginal gains to save time on the track. Filmed at the team’s factory in Milton Keynes, the shorts feature experts from Infiniti Red Bull Racing’s team delivering anecdotes and thoughts to camera about how they make every second count.

Head of marketing for Casio Edifice, Tim Gould, commented: “The vignettes are great pieces of content centred around our brand ethos and provide another channel through which to activate our partnership with Infiniti Red Bull Racing. We have extremely high expectations for what the sponsorship will deliver, both commercially and in generating awareness for the Casio Edifice brand.”

Martin Heaton Cooper, VP commercial development UK, Ireland and IAS EMEA, Discovery, said the vignettes tied “together the brand values of Casio Edifice and Infiniti Red Bull Racing to illustrate their partnership with genuine expert commentary”.

He added: “The campaign beautifully illustrates Casio Edifice’s progressive technology and precision with all the world-class production values you would expect from Discovery.”

Sponsorship idents were also produced by Discovery Creative London and show an Infiniti Red Bull Racing driver preparing for a race, ending on an image of the Casio Edifice watch. The vignettes and idents will also be hosted online as preroll motoring content with a Casio Edifice hub and competition page.

The competition, offering viewers the chance to win a Casio Edifice watch and trip to the Infiniti Red Bull Racing Factory, will be publicised on air with a 30 second ident directing viewers to

The six figure deal, negotiated by Vizeum, was brokered by Katie Coteman, director, brand solutions and advertising and Rosalyn Glen, brand solutions manager for Discovery, and Gemma Wright, creative solutions associate director at Amplifi @ Vizeum.

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