Inclusive homeware and fashion brand JD Williams has taken on a fresh deal to exclusively sponsor Channel 5’s Inspired Living, kicking off with a campaign starring Gok Wan, Judi Love and Helen Skelton.
The aim of the deal, which sees the brand team up with Sky Media as well as Channel 5 and was negotiated by the7stars, is to tap into the platform’s new target consumers aged between 45 and 65.
From 15 March, the brand will be the exclusive sponsor of Inspired Living shows including female-led shows The Hotel Inspector and Susan Calman’s Great British Cities.
The messaging will see the platform take a stand against the “invisibility” of mid-life women, celebrating their relevance, roles and individuality in a series of 10-second TV idents.
Further 30-second and 60-second spots will feature Judi Love and Helen Skelton being interviewed by Gok Wan, who delves into their lives to discuss how their style and fashion confidence has changed in midlife.
Leveraging Sky’s linear TV, BVOD, AdSmart and shortform VOD and AdSmart from Sky, a QR code will be used to direct viewers to jdwilliams.co.uk, allowing the brand the ability to measure and target its campaign to further.
Subscribe to Marketing Beat for free
Sign up here to get the latest agency-related news sent straight to your inbox each morning
Meanwhile, from 14 March, the strategy from 7stars will also include OOH spots as well as spots on Smooth FM and Heart FM, Red and Good Housekeeping magazines as well as paid and organic socials.
“Production, access to talent and advanced data sharing means that together with Channel 5 and the7stars, we can drive JD Williams business forward by connecting and engaging their ideal audience,” said Sky director of client and marketing Karin Seymour.
N Brown director of group marketing and creative Sam Walker added: “JD Williams proudly champions midlife women and we’re excited to be launching a campaign with Judi, Helen and Gok to help women feel more confident in dressing for midlife style.”
‘We understand our customers better than anyone, so we’ve worked with Sky Media to ensure that our campaign messages are more targeted across Sky’s platforms and to benefit from the wealth of data that we’ll gain through Sky’s ability to engage with their audience.”
“JD Williams is all about making women feel amazing, and we’re confident the campaign will resonate with our customers.”
