Channel 4 has today (17 February) unveiled Habitat as the new lead sponsor of its Friday night programming in what is the household retailer’s first-ever TV partnership.
The multi-platform deal is centred around a series of bespoke 10-second idents that will run across the channel’s Friday programming from 8pm to midnight for the next 12 months. Habitat will also sponsor Channel 4’s National Comedy Awards for Stand Up to Cancer 2023 taking place tonight.
The deal additionally covers activity on the broadcaster’s on-demand service All 4, and will include home page takeovers and off-air activity. Brokered by 4sales, the partnership was developed by Omnicom’s PHD UK and DRUM UK, with creative agency New Commercial Arts producing the ident series.
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“Our work with Habitat is a shining example of how Channel 4 can help brands reach multiple engaged audiences. Friday nights on Channel 4 are worth staying in for, and this partnership with its wonderful, warm and snug new idents makes you want to do just that,” Channel 4 sponsorship and commercial partnerships leader, Rupinder Downie said.
Anchored by the strapline ‘Irresistible Friday nights in on 4 with Habitat’, the idents show people getting ready for a big night out before being lured into an evening in on the sofa by Channel 4’s quality programming.
New Commercial Arts founder and chief commercial officer, Ian Heartfield added: “If you get your home just right, staying in on a Friday night becomes seriously tempting. If there’s good telly on too, then just give in.”
The news follows last week’s announcement of beer brand Peroni as First Dates’ flagship sponsor on Channel 4 in celebration of Valentine’s Day.
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What is the name of the song used in this please??