Suzuki adds Channel 4 partnership to existing deal with ITV

Suzuki has teamed up with Channel 4 in a content campaign set to star comedian Katherine Ryan and Made in Chelsea star Mark Francis.

Suzuki: Katherine Ryan and Mark Francis will star in "adventure" campaign
Suzuki: Katherine Ryan and Mark Francis will star in "adventure" campaign

The new campaign "#IgnisAdventure", created by The Outfit, consists of a mini-content series that rolls out throughout May during Channel 4 and E4’s peak time schedules, with the first appearing during Gogglebox tomorrow.

The deal was brokered by the7stars, which previously engineered the auto brand’s two-year, £20m, sponsorship of Ant & Dec's Saturday Night Takeaway on ITV

The films see Ryan and Francis dropped at an undisclosed location and tasked with finding their way home in a Suzuki Ignis, with only each other for guidance.

The TV spots will be supported by social activity across Suzuki’s channels, and those of Ryan, Francis and influencers Grace Bruce and Lucy Wyndham-Read. This will include additional updates on the TV story – while Bruce and Read will be challenged to carry out their own adventure.

The partnership was negotiated by Lucy Hughes, group partnerships manager at 4 Sales, and Rachel Courtney, head of partnerships at the7stars.

Charlie Read, founding partner at The Outfit, said: "Suzuki has a genuine entertainment-first approach to its marketing. It’s been exciting to bring the brand and Channel 4 talent together to create a deeper partnership with a younger demographic by creating a joined-up content campaign."

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Share

1 Meet the new breed of ad agency chiefs

A new wave of first-time CEOs are opting to do things differently in an evolving landscape. They discuss the business model of the future with Jeremy Lee.

Case study: How 'This girl can' got 1.6 million women exercising
Shares0
Share

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published

More