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Channel 4 Sales Launches New Partnership With giffgaff

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Channel 4 Sales has launched a new partnership with giffgaff, which will see the mobile phone network tying in with the universe of upcoming Channel 4 drama Queenie for a new series of 3 x 30’’ adverts. 

Running from 4 June to 15 July, the 'Pick Up, It's Queenie' campaign will run as the first ad in break during Queenie's run on linear television, alongside other contextual programming across Channel 4 and E4. The highly anticipated drama is based on Candice Carty-Williams' bestseller book of the same name, following protagonist Queenie as she navigates life, love and identity, ​​debuting on Channel 4 from 4 June.  

Marking the continuation of Channel 4’s Fast Forward strategy which is delivering innovative digital-first opportunities for brands, the ads will also be present on Channel 4 Streaming and the broadcaster’s YouTube and Snap pages.  

Central to the campaign is Queenie star Bellah, with the actress reprising her role from the show as Queenie’s best friend, Kyazike. The partnership sees Kyazike acting as an on-screen agony aunt, answering viewer dilemmas about friendships and relationships​ from their phone​.
In each advert, Kyazike encourages the audience to respond to their problems by embracing flexibility, mirroring the trait that giffgaff is renowned for offering to its own customers. This flexibility of giffgaff’s contracts and services are presented as the solution to a range of audience dilemmas, with placement of brand colours in the advert and the giffgaff network visible on a phone handset.   

The partnership was set up by the Channel 4 Sales Creative Hub team together with MG OMD, who both proactively brought the idea to giffgaff. Given the emphasis on friendship and connections visible within Queenie – including via the prominence of WhatsApp group ‘The Corgis’ for Queenie and her friends in the show – Channel 4 sought a brand who had a track record of showcasing connection as a force for good. 

The partnership was created with the support of media agency MG OMD, and follows other recent deals led by the Channel 4 Sales Creative Hub team, with NHS staff support organisation Frontline19, and the Department for Education for their ‘Skills for Life’ campaign.

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