Sponsorship : Sofaworks & Gogglebox

Gogglebox first aired in March 2013, and was described by Executive Producer Tania Alexander as “a mix of Harry Hill and The Royle Family”. The show (narrated by Caroline Ahern) features some of Britain’s most opinionated TV viewers commenting freely on the best and worst television of the past week – from the comfort of their sofas.

 

After two successful series (originally sponsored as part of Documentaries on 4 strand), Sofaworks came on board to sponsor the show, fronted by Neal, a lovable sloth found draped over a selection of the client’s products in it’s highly memorable idents.

 

Sofaworks were clear about the campaign’s objectives, which included developing a strong and easily understandable connection between itself and the sponsored content, to develop awareness and warmth toward the brand among its target audience and to garner a positive response to the sponsorship creative.

 

Of course, the Sofaworks product line is a natural fit for a show featuring members of the public relaxing on their sofas in front of the TV. Nevertheless, we worked hard with the creative team to design a campaign that would become synonymous with the show by presenting a clear link between sponsor and sponsored content. Idents were narrated by Ahern’s Royle Family co-star, Craig Cash.

 

As well as the Sofaworks creative appearing as bumpers on VoD platforms, we also hosted a range of Sofaworks skins around the player. Sofaworks’ own Gogglebox hub included links to watch the show, as well as featuring photo slideshows compiled from customer interaction with the Gogglebooth, and ‘AS SEEN ON TV’ markers on sofas featured in the creative.

 

Throughout the sponsorship, we’ve planned and executed activation projects across a range of digital platforms and real-life spaces. Sofaworks continues to promote itself (and Neal) through its social media hashtag #SofaSloths. The hashtag appears in all of Sofaworks’ copy, with voiceovers asking viewers “Do you know any sofa sloths like Neal?” While not a call-to-action, viewers have responded positively, posting photos of friends and family relaxing to social media.

 

An interactive booth, the Gogglebooth, was devised, by Sofaworks in partnership with an experiential agency. Sofaworks customers could enter the booth to participate in a quiz developed in association with Studio Lambert in a bid to win spot prizes. Three edits of Gogglebooth content were developed and Sofaworks customers were filmed guessing the topics, in a similar style to the show. Sofaworks staff wore t-shirts promoting the Gogglebooth, with other point of sale in store.

 

Gogglebox continues to go from strength to strength, and we are pleased to confirm that Sofaworks’ association with the show will continue through 2015.

 

Stats

Sector Household Personal Goods
Objectives Build awareness
Engage big audiences
Audience Adults 16 34
Media Mix Online
Sponsorship

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