Toyota and The&Partnership extend relationship with Channel 4 for the reality show’s comeback after over six years away
AYGO by Toyota will be the official sponsors of the pioneering paradise island reality show, Shipwrecked, when it returns to E4 in early 2019.
The six figure deal announced by Channel 4’s sales house, 4Sales, will run for the duration of the new 15-part prime time series on E4 and will see AYGO idents appear around the main series on E4 along with use of the Shipwrecked brand on digital platforms.
Toyota has a long and established heritage with Channel 4. The AYGO model was the high-profile sponsor of Channel 4’s youth brand T4, which included the original series of Shipwrecked, for several years until December 2012. Toyota was also the lead sponsor for Channel 4’s exclusive UK broadcast coverage of the PyeongChang 2018 Paralympic Winter Games. The new deal is part of Toyota’s strategy to align the AYGO with a youth audience and show how both Shipwrecked and the AYGO are an escape from tedium.
The deal was agreed by 4Sales at Channel 4 and Toyota’s media agency m/SIX, The&Partnership’s media planning and buying agency. The sponsorship creative will be led by The&Partnership.
Rupinder Downie, partnership controller at Channel 4 said: “AYGO sponsoring Shipwrecked is a deal that we’re absolutely thrilled to have sealed!
“Toyota’s AYGO has seen the impact we can have on brand awareness amongst young people through its previous successful association with T4, and we’re looking forward to replicating this success by bringing the AYGO to a new generation of young and adventurous E4 viewers.”
Andrew Cullis, Toyota (GB) PLC marketing director, said: “Our AYGO city car has a great track record in bringing younger customers to the Toyota brand and we see our sponsorship of the new series of Shipwrecked as a great way of further raising its profile among our target audience. We look forward to this renewed association striking a chord with viewers as the show’s fun and adventures unfold.”
The new series of Shipwrecked will see a batch of adventurous young castaways competing in the ultimate popularity contest on two uninhabited paradise islands in the South Pacific. The two tribes – Sharks and Tigers – will battle it out to win over new arrivals to their respective islands, with a £50k prize fund at stake for the largest tribe at the end of the competition.
The new promo for the series will aired from Saturday 22nd December on E4. The campaign developed by Channel 4’s award winning in-house creative agency 4Creative aims to get viewers excited about the fun rivalry between the two tribes. In line with playful E4 sense of humour, the promos see the Sharks and the Tigers pitted against one another trying to outdo each other with a bigger campfire, better dance moves, and a bigger fishing catch.