Samsung inks 7-figure TV sponsorship deal with Channel 4
Samsung has made its biggest ever investment in TV sponsorship in a seven figure deal with Channel 4 to drive awaresness of its Home Appliances range.
The one year partnership launched last night (30 March) with Samsung branded sponsorship idents appearing around the new Channel 4 series Travel Man, presented by Richard Ayoade.
Branded sponsorship idents from Samsung Home Appliances will be seen around a newly created programming strand titled Better Living across Channel 4, More 4 and the UKTV’s Good Food channel, as well as Channel 4’s new digital service All 4.
The partnership, brokered between Samsung’s media agency, Starcom MediaVest Group (SMG) and Channel 4 Sales, includes branded original short form content - available later this year on Channel 4’s digital Shorts platform via All 4.
Lana Sanleandro, marketing director of Home Appliances, Samsung Electronics UK and Ireland called the deal a "pioneering cross-platform partnership".
"As a brand we are committed to exploring new and engaging ways of communicating with our customers and this 12 month always on campaign with Channel 4 is an example of how we are evolving our marketing approach."
Samsung's creative agency Cheil is behind the idents.
Previous work from Samsung to promote its Home Appliances includes a pop up art prank where members of the public were tricked into experiencing the inside of a dishwasher.