Dash-cam retailer Nextbase is partnering with UKTV's Dave channel to become sponsor of the channel's 'Driving Entertainment' output.
The package, which went live on 1 September and is scheduled to run until the end of December, enables Nextbase to closely align itself with motoring content, including Top Gear, Sin City Motors, James May’s Cars of the People and Jay Leno’s Garage. The constant on-air strategy was coordinated by Guerillascope.
Bryn Brooker, head of marketing at Nextbase, said: “This TV sponsorship package represents the next step for us: by associating our brand with Driving Entertainment on Dave, we hope to reach and engage a receptive audience during programming of direct relevance to our product range. We’re excited by the opportunity Guerillascope has planned and negotiated on our behalf, and look forward to building on its success.”
The idents, created by Big Brand Ideas, present a series of humorous, oddball scenarios that highlight various reasons for owning an in-car dash-cam. These include tail-gating, issues caused by middle-lane drivers and accidents that were not the fault of the driver.