Red Brick Road has developed a campaign for Hillarys new sponsorship of Homes on 4, Channel 4’s property portfolio. The sponsorship deal covers all of Channel 4’s home programming including programmes such as Location, Location, Location and Grand Designs.
Hillarys signed the eight-figure Channel 4 sponsorship deal in November 2018, signalling an important and ambitious shift in the retailer’s marketing strategy, with renewed emphasis on creating a compelling customer narrative for the brand.
The sponsorship idea centres around the idea that everyone can express their personality in their home through Hillarys’ extensive range of made to measure, perfectly fitting window dressings. Set to the track of Diana Ross’ '70s classic 'It's My House' the 48 individual idents showcase a series of people in their homes - with curtain, blind and shutter styles that perfectly match their personal style.
The sponsorship campaign will run across Channel 4, More 4 and VOD, extending across digital and social, as well as PR and CRM.
Filmed in London, the idents were shot on 24 purpose-built sets, each with a unique style. The new sponsorship idents will be live from 1st March and were directed by Simon Levene and produced by Dark Energy.
All media is being handled by Mediacom.
Susan White, marketing director at Hillarys, said: “Our partnership with Homes on 4 takes our brand activity to the next level. It’s a major step forward in our journey to drive greater consideration of Hillarys among potential customers. We are incredibly proud of the creative and can’t wait to see the positive effect the sponsorship will have on our brand.”
Matt Davis, executive creative director, Red Brick Road said: “Our aim was to create a compelling, premium and stylish world in which to showcase Hillarys products at their best. This work is the next step on an exciting journey for Hillarys and we are proud to be partnering with them to maximise the potential of the C4 sponsorship."
Agency Producer: Jody Allison @ Heads Up Production
Creative Agency: Red Brick Road
Creative Director: Brian Turner
Creatives: Simeon Rose and Anne Hopkins
Senior Account Director: Owen Knight