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Brilliant Manchester has brokered a seven-figure sponsorship deal between long-standing client Subaru and Sky TV. The deal will see the car manufacturer appear across three of Sky’s movie channels in the first year long agreement of its kind.
Going live on Monday 1st October, Sky has agreed to give Subaru branding activity either side of all peak-time films across the Comedy, Drama and Modern Greats channels. The activity focuses heavily on ‘red button use’ with viewers given the capacity to access dedicated advertiser locations (DALs) to view exclusive Subaru content. This will be available throughout entire films, augmenting the carmaker’s exposure to the audience – particularly as the channels refrain from running traditional ad breaks during showings. Speaking to How-Do, Brilliant’s TV account manager Ashley Earnshaw explained the thinking behind the new arrangement: “The brief was to move Subaru away from the ‘boy-racer’ image it’s acquired over the years. We wanted to give the brand a way of achieving long-term exposure to demonstrate that the new models, starting with the Impreza, are perfect for the family and female markets.” “The whole campaign is about broadening appeal,” he continued. “The sponsorship ticked all the boxes as it was flexible, made use of the DALs and provided real value for money. Traditional spot advertising, as we’ve booked for Subaru in the past, wouldn’t have given us the chance to effect these changes, and the online activity that’s planned also runs alongside the TV perfectly.” The deal includes activity in Sky Movies magazine and on skymovies.com. Subaru plans to launch several new models over the next 12 to 18 months. www.brilliantmedia.co.uk Something to add? Then leave a comment below or email us now.
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