Lloyds TSB will sponsor the daily weather bulletin, which is broadcast each evening after Channel 4 News, and the deal includes on-air bumpers on each show.
The sponsorship, brokered by Mediaedge:cia, aims to position Lloyds TSB as the experts in weather-related home insurance claims. Channel 4 weather was chosen for its ABC1 profile.
Lindsay Forster, marketing director, Lloyds Banking Group general insurance, said the sponsorship was a key part of Lloyds' advertising and communications strategy and gave Lloyds TSB "a year-round presence and brings to life creatively our expertise in weather-related claims".
Rainey Kelly Campbell Roalfe Y&R has produced a number of 10-second on-air bumpers, featuring a series of animated characters in a style similar to Lloyds TSB ad campaigns, with a narrative that combines the weather, thoughtfulness and home insurance.
The animations feature characters who initially appear to have been exposed to unpleasant weather. The shot then reveals the character is in their own home, which has been damaged by weather.
The bumpers end with thoughtful action from a Lloyds TSB insurance tradesman and a voiceover from actress Julie Walters.
A Lloyds TSB spokesman said that over the coming months, Lloyds TSB Insurance would continue to demonstrate the "thoughtful" positioning through integrated marketing activity, across a range of media.
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