first direct To Sponsor 'The Essentials On 4'

Channel 4 has announced that first direct will sponsor a new programme strand called 'The Essentials on 4'.

The sponsorship will run from 1st July 2022 until early next year and is the first partnership between Channel 4 and first direct. The sponsorship deal will also consist of an All 4 Collection Lounge which includes classic favourites such as The Vampire Diaries and Smallville.

Integrated marketing agency Wunderman Thompson are responsible for the sponsorship idents which include the strap line: "The Essentials on 4 given the first direct treatment."

The punchy black-and-white text and snappy sound effects used in the idents give viewers an entertainingly straightforward introduction to programmes by summarising plots in just a few lines.

As part of the partnership, first direct will also benefit from All 4 homepage takeovers over the course of the campaign, as well as an amplify ident which helps the sponsorship stand out with a dynamic frame.

first direct’s sponsorship of "The Essentials on 4" was brokered by 4Sales and Omnicom’s media group PHD UK.

www.channel4.com