4Sales has secured a partnership deal with online fashion retailer, Simply Be, for E4 which includes the first ever channel sponsorship of the youth-focused digital channel.
We're absolutely delighted to announce that we've secured a partnership deal with online fashion retailer Simply Be for E4, which includes the first ever channel sponsorship of our youth-focused digital channel.
The multimillion pound deal was negotiated between 4Sales in Manchester and Carat Manchester / The Story Lab media agencies, with creative work by The Outfit.
The year-long partnership launched on 7th May 2019, and will see 10-second idents for Simply Be appear before every show that appears on E4 between 6am and midnight, giving Simply Be unparalleled exposure to E4’s coveted 16-34-year-old audience seven days a week.
The partnership also includes a licensing deal giving Simply Be use of the E4 logo alongside their own branding, enabling them to reaffirm the partnership across their own platforms. The deal also includes a bespoke digital media package on All 4 targeting young audiences and E4 programming as well as social media content, tapping into E4’s multi-platform audience.
“It was great to work with Simply Be to create bespoke solutions to reach their target audience via E4”, said Rupinder Downie, Channel 4’s Partnerships Controller Sponsorship.
“They are a brand that encourages everyone to be whoever they want to be in a positive way and this fits perfectly with E4’s light hearted tone of voice and strong youth credentials.”
Ed Watson, Chief Brand Officer at N Brown Group which owns Simply Be added, “At Simply Be we are committed to empowering our customers and making them look and feel the best they possibly can.
“As a brand we are ahead of the curve, authentic and unapologetic and E4 totally mirrors this, being full of energy, existing to entertain and make their audience feel amazing.
“Being the first brand to hold a partnership with the channel is completely aligned with our strategy; we’re on a journey to inspire, influence and connect with our customers and feel that E4 is the perfect environment to do this.”
Peter Metcalfe, Managing Director at Carat said, “I’m delighted that Simply Be is the first ever channel partner of E4. It’s a great fit with both brands sharing very familiar values.
“The sponsorship will ensure Simply Be has a strong share of voice across the year, help drive consideration through the frequency of messaging and provide an exciting environment to effectively reach our target audience.”
This channel sponsorship comes after a rebrand of the E4 visual identity earlier in the year and the appointment of the channel’s first Controller, Karl Warner, in 2018.