Ad-break takeover helps viewers face the cost-of-living crisis

01/16/2023

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General information

Sector: Multiple (Clients: Boots, Co-op, Giffgaff, Go Compare, Lidl, Nationwide Building Society, Vodafone)

Media: Linear TV, VOD

Time period: 7th October 2022

Case description

Channel 4 partnered with Boots, Co-op, Giffgaff, Go Compare, Lidl, Nationwide Building Society and Vodafone to create an ad-break takeover that provides viewers with money-saving tips and helpful resources in light of the ongoing cost of living crisis. The break ran during Steph’s Packed Lunch and Gogglebox on the evening of 7th October 2022.

Before the unique breaks aired, viewers were presented with a short message from Channel 4, explaining that this special ad break was brought to them by “by companies who want to highlight some of the ways they can help their customers during this difficult time of rising prices”. The message was followed by a segment from each participating brand and an outro directing viewers to a specially-created website offering more information and support.

The initiative was a collaborative effort – a partnership between 4Sales and Carat (Co-op and Vodafone), Havas (Giffgaff) and Hearts & Science (Go Compare), along with Wavemaker (Nationwide Building Society), OMD (Lidl) and Mediacom (Boots). The idea for the ad break was developed by the 4Sales Creative Hub.

Campaign results

“We are really proud of this campaign, which brings together some of our advertisers who have initiatives to help during these tough times. In doing so, we hope to achieve more prominence for the support they are offering audiences.” – Martin McAllister, Creative Leader at Channel 4

“As we face into a cost of living crisis we are determined to help our members, customers and communities, so we are proud to be able to take part in this ad break special… We’re committed to building stronger and more resilient communities alongside providing great value for our customers with lower prices and great deals, and supporting our members with exclusive discounts and offers. We thank all our members who are helping us to raise funds that lift up their community.” – Mel Matson, Customer Communications director at Co-op.