Contextual Ads: BT Mobile

Channel 4 worked with BT Mobile to create an exclusive new partnership which sought to drive awareness and consideration for BT Mobile’s new Family SIM and highlight how families can save money when they buy together.


The partnership, featuring a series of specially commissioned adverts, featured a family instant-messaging group light heartedly discussing a Channel 4 show during its ad break.  The content of each 20 second video vignette was themed to relate to the show, and specific episode, it is airing in.


The spots took the first ad slot (after sponsorship idents) within an ad break during each show.


This contextual ad campaign ran during the ad breaks of some of Channel 4’s biggest shows, including The Jump, Homeland, Gogglebox and Jamie & Jimmy’s Friday Night Feast. The activity premiered during the first break of the new season of Channel 4’s The Jump and also ran on-demand across All4.


The spots have been devised by 4 Sales and The Outfit, while Maxus UK has been responsible for the media buying and strategy.


Dan Ramsay, BT Consumer Marketing Director, said:  "These spots allow us to celebrate family conversations and how saving is part of everyday family thinking. We loved the idea of bringing to life the benefit of Family SIM in an interesting and innovative way.”


James Williams, account director at Maxus said: “Channel 4 is the ultimate broadcaster of sophisticated high profile shows and is a natural fit for this campaign. Our consistently brilliant relationship with Channel 4 has allowed us access to the programming schedule of some of the UK’s most discussed TV shows, and provided the perfect platform to launch this campaign. The activation is unlike any other mobile campaign in market at present and showcases real consumer insight around how families interact with each other via mobile whilst sat on the sofa.”


Dan Bixby, Deputy Agency Principal, Channel 4 said: “We’re delighted to be working so collaboratively with BT, Maxus and The Outfit to deliver this bespoke, thematically contextual campaign around Channel 4’s key shows.”



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