The exclusive sponsorship package is the firm’s first venture into broadcast sponsorship. It includes credits around 12 peak-time episodes of the series, and will run from 11 October until the end of the series on 27 December. It covers opening credits, break bumpers and the closing credits, as well as logo accreditation on all related on-air promotional trailers.
The X-Files’ David Duchovny stars as a troubled novelist whose honesty and self-destructive behaviour threatens simultaneously both to promote and to destroy his career. Natascha McElhone and Madeline Martin also star.
Five’s sponsorship executive, Clare Leonard, and OMD UK’s sponsorship manager, Ross Minton, negotiated the deal. The sponsorship credits were produced by Addiction.
Coty Prestige’s brand manager, Hania Wilkinson Attar, was said to be pleased to have secured a sponsorship slot for the pre-Christmas period.
Minton said: “In Californication, we have found a show that hits the target audience, but more importantly reflects the playful, rebellious nature of the Joop! Go brand.”
The programme is currently being advertised across cinemas on Pearl & Dean and Carlton Screens around movies including Atonement, Michael Clayton and A Mighty Heart. There is also an outdoor campaign in city-centre locations in Manchester, Birmingham, Liverpool and Glasgow, and a six-sheet campaign in central London.
A cross-channel promotion for Californication is set to run from 28 September until 10 October, running on ITV2, ITV4, Sky and Channel 4. The press campaign will be in weekly supplements and weekly magazines, along with national and regional press. An online campaign will begin on 5 October and finish on 11 October.
The marketing budget is £1 million and all creative was produced by VCCP in conjunction with Five’s Creative Services. Vizeum conducted the media planning and buying.
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