Exclusive Channel 4 cross platform partnership launches Celebrity School Run
LONDON – X July 2021 – Mindshare UK is supporting Volvo Car UK’s first all-electric car launch, the XC40 Recharge pure electric, by partnering with the UK’s most viewed social branded content partner, Channel 4 to launch Celebrity School Run.
Volvo wants to put its ambition of being fully electric by 2030 into context of who the brand is doing this for: our children and future generations. After-all, the backseat passengers of today are going to be tomorrow’s front seat drivers. Mindshare UK is delivering a media strategy for Volvo that focusses on the next generation of drivers.
The new partnership with Channel 4 brings a fresh perspective to electrification with tomorrow’s drivers asking the tough questions about sustainability and the future of the planet. In Celebrity School Run comedian Ellie Taylor (Plebs, The Mash Report, Ted Lasso) is giving parents the afternoon off from the ever-inquisitive backseat questioning and is spending time learning about the next generation’s view of sustainability, electric vehicles and the environment.
The cross-platform partnership will debut with a bespoke 30 second TV spot during Channel 4’s hugely popular Celebrity Gogglebox on Friday 23rd July, following a special Channel 4 introduction. A targeted digital ad campaign will run on All 4.
The first automotive brand to work directly with 4Studio, the partnership with Volvo includes a long form, branded entertainment social film launching across Channel 4’s YouTube, Instagram and Facebook accounts, with supporting shorter social versions running throughout the campaign period.
Celebrity School Run will showcase the Volvo XC40 Recharge in a natural and contextually relevant way, to further enhance familiarity with electric vehicles and drive Volvo’s association with sustainability and electrification.
Produced by Ranga Bee, Celebrity School Run was commissioned by Channel 4. The partnership with Volvo was developed and brokered by Mindshare Invention and 4Sales.
Andrew Simmons, Client Director at Mindshare UK said, “We’re really proud of the work that we’re doing for Volvo. This campaign underscores the importance of electrification and the need for innovation to build a more sustainable future. By harnessing the power of media, we are helping brands lead on sustainability and climate challenges – both of which are key focus areas for our agency & Volvo.”
Sophie Lloyd, Branded Entertainment & Creative Leader, Channel 4 said: “Celebrity School Run is a great example of Channel 4’s integrated approach to innovating with brands, helping them to tap into new, young and hard to reach audiences wherever they’re watching - supporting the delivery of our Future4 strategy to accelerate digital growth and stealing a march on our competitors as the number one branded content partner in the UK.’
Channel 4 is the only UK broadcaster to offer a slate of social-first branded entertainment opportunities to advertisers for publication across its quality, brand-safe, social channels and is now the most viewed branded content partner in the UK across all platforms and categories, less than a year since launch.
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