Key Equity Release, has launched a 12-month sponsorship of Afternoons on 4, with Channel 4.
It is the first broadcast sponsorship for the UK’s leading equity release provider, and aims to raise awareness of the brand and the benefits of the products it offers with the over-55’s. Part of Key Equity Release’s core channel strategy, the deal will see idents run throughout programmes scheduled across 2021 on Channel 4 including Mend it for Money, Drawers Off, and the broadcaster’s iconic Countdown.
Created by McCann Manchester, the creative is an extension of the brands’ ‘Equity Release that’s Right for You’ campaign launched in January 2020. The ident creative features Key’s hero question mark husband and wife, to depict a number of different scenarios illustrating the question mark couple living a happy and comfortable retirement, whilst enjoying the great content on Channel 4. The animations run in 15, 10 and 5 second slots and were animated by awarding winning Studio AKA to the voice over of actor Kevin Whatley.
Commenting on the sponsorship, Chris Bibby, CMO at Key Group said: “Our campaign during 2020 was all about educating our audience around the fact that equity release is a really modern flexible product and the personalised advice service Key offers. We’re now building on that brand recognition and building trust in Key, so we are excited to see how the sponsorship resonates with our core audience. The afternoon programme strand is a perfect fit for our consumers.”
The deal was brokered by 4Sales team in Manchester and media agency, Carat.