Channel 4 has announced a new sponsorship deal with online sleep wellness brand, Eve Sleep, in an ‘ironic’ bid to encourage viewers of “Late Nights on 4” to switch off their screens before bed.
After a competitive pitch process, Eve Sleep was successful in attaining the ad slot and sponsorship opportunity.
The sleep wellness brand will continue to work with media planning and buying agency Good Stuff and creative agency Creature, to further develop an extension of Eve Sleep’s “Switch Off” campaign with Channel 4 which saw “massive success” for the brands in winter 2020/2021.
The new sponsorship deal with the broadcaster will feature TV spot “idents” to encourage viewers to “switch off” and prepare to sleep as they watch Late Nights on 4. Eve Sleep itself admitted that the advertisement is “a tongue in cheek acknowledgement of the irony of a sleep wellness brand sponsoring late night TV”.
“The idents will include content inspired by the highly recognisable ‘Test Card F’ that used to appear at the end of programming each night – in the same creative style used in the original eve sleep Switch Off campaign,” Eve Sleep said.
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The advertisements will highlight the support viewers can get in their “quest to finally switch off”, by visiting the brand’s recently launched “The Well Slept Club”. This platform of online content asks viewers five “simple” questions to get a “curated feed” of personalised sleep content to help them get to sleep.
“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,” Eve Sleep brand director Caroline Smith said.
“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.”
Eve Sleep’s prior “Switch Off” campaign helped the company end 2020 with £25 million revenue and 5% growth year on year. As a result the brand was also awarded with “best media thinking” at the 2021 APG awards and “Gold: Small Budget 2021” at the Effie Awards.
Good Stuff managing partner Genevieve Tompkins added: “Channel 4 has been and continue to be a very important part of eve’s story and now support the latest manifestation of the Switch Off campaign, with this well positioned sponsorship.”
“Switch Off has proven to be an effective strand of activity for Eve Sleep as it creates moments that resonate so perfectly with the message, and we look forward to seeing it go from strength to strength.”
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