Channel 4 today announces a brand new, two year partnership with Citroën that will see the French marque sponsor the broadcaster’s award-winning dating series First Dates and co-create content for All 4.
Launching in January 2018, the partnership represents the first time Citroën has worked with Channel 4 in this way. The sponsorship will include multiple series of First Dates, as well as the return of First Dates Hotel where Maître D’ Fred Siriex and his team will welcome a whole host of hopeful singletons to a tailor- made matching making experience in Naples next year.
In addition to the sponsorship Channel 4 and Citroën are collaborating to launch an original content series for All 4 which will also be also distributed across Citroën’s own channels.
The partnership was brokered by 4Sales with MediaCom and will also include off air licensing and Channel 4’s unique interactive digital sponsorship format ispon.
The sponsorship idents, from creative agency Havas London, invites viewers to ‘find love with Citroën and First Dates on 4’, whilst showcasing the brand’s range including New C3 Aircross Compact SUV and New C4 Cactus.
First Dates and First Dates Hotel are Channel 4’s biggest 10pm shows so far this year, attracting an average audience of 2.0 million and 1.9 million viewers per episode, respectively. Both significantly outperform Channel 4’s slot average and are consistently the most popular programmes on TV among 16-34 year old viewers watching TV at the time the shows air.
Rob Ramsey, Partnership Leader, Channel 4 said: “We are delighted to be working with Citroën on this amazing package. Not only will Citroën benefit from a direct sponsorship association with First Dates on Channel 4 but we will also be collaborating to create bespoke content with them that will extend the reach of the campaign across both our platforms.”
Souad Wrixen, Marketing Director at Citroën UK said: “It’s a real pleasure to be able to partner with such a well-known TV series that really embodies our ‘Be Different, Feel Good’ attitude.
The sponsorship feels like a natural fit following the launch of our new brand signature ‘Inspired By You’ which brings us closer to our customers as we continue to introduce products that are inspired directly by them. A number of our new products including New C3 Aircross and New C4 Cactus will feature as part of the partnership and we are very excited to work closely with Channel 4 to create content for All 4 as well, so watch this space.”
Elliot Harris, Creative Director at Havas London, says: “Citroën and First Dates is a match made in heaven. After all, who knows more about love than the French? Throw in a twist of unmistakably British humour, and we’ve ended up with a really charming, contextually spot-on series of idents, on one of the biggest shows on TV. We’re very happy.” (C4)