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Eve Sleep sponsors Channel 4 nights with Test Card F parody


By John McCarthy | Media editor

April 28, 2022 | 3 min read

Direct-to-consumer (D2C) mattress firm Eve Sleep has secured a new sponsorship with Channel 4 ‘reawakening’ the famous ‘Test Card F,’ continuing its Switch Off campaign.

It will run the idents on the Late Nights on 4 show slot and will use it to extend its award-winning 2020 campaign. The idents will encourage viewers to ‘switch off’ their minds and bodies and start winding down for bed with their favorite shows. The campaign looks to lull people to sleep at a time when they are likely to be tired.

Eve Sleep

Mattress firm Eve Sleep has teamed up with Channel 4 to sponsor its late-night programming

Eve Sleep said there was a lot of competition for the sponsorship spot, taking place every night on Channel 4 and E4 from 11pm-4am. It begins March 3 2022 and runs until March 31 2023. The media buying and planning was handled by Goodstuff, with the creative from Creature.

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Alongside the new Channel 4 partnership, the mattress firm will be running new gaming ads on Candy Crush for a second year, audio ads on gaming and more takeovers on all4.com.

Caroline Smith, brand director at Eve Sleep, said: “We know there is great irony in us as a sleep wellness brand sponsoring a time when the majority of people should be asleep in bed, which is exactly what made the partnership so perfect. Once again we’re leaning on this uniquely British bedtime symbol to encourage viewers to switch off their devices and give in to the call of their bed.

“We’re really excited to be taking this long-term new route, as television sponsorship has been proven to be a highly effective brand-building channel – particularly while TV spot airtime inflation remains high. Channel 4 has been a fantastic partner of ours over the past years, and we can’t wait to open this next chapter in extending our new content to run every night on Late Nights on 4.”

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