Crown Paints
Sponsorship on C5

Crown Paints
Sponsorship on C5

Crown Paints

Sponsorship on C5

+
0
pp
Increase in brand awareness
+
0
pp
Improvement in consideration
+
0
pp
Increase amongst viewers who were significantly more likely to recommend Crown Paints to family or friends

The Challenge

In 2019, Crown Paints started their relationship with Channel 5 where the sponsorship outperformed all Linear predictions, reaching 19.5million ABC1 adults and over 120K households on VOD. Crown Paints wanted to build off their impressive results from the previous year and decided to continue their work with Sky Media in 2020 – this time with two key objectives:

  • Increase brand awareness and improve perceptions
  • Improve consideration of Crown Paints

The Idea

“Colouring our nation for hundreds of years” – the strapline for Crown, meant that they were the perfect match for Channels 5’s Great British Stories strand. The content highlights the amazing regions and landscapes of Great Britain and allowed Crown to cement themselves as a proud British brand. Channel 5 offered Crown the scalability and flexibility they needed to be seen as a proudly British brand and to showcase the entire crown range, including Trade, Retail, and their outdoors paints brand Sandtex. With 3 different product brands, we created a sponsorship package to reach a large audience in the right context, to increase brand awareness; and to deliver one key message: Crown Paints has a variety of colours for different rooms, for both indoors and outdoors, to increase the brand perception and showcase the whole range.

The Plan

The sponsorship on Channel 5’s Great British Stories strand ran for eight months (from 1st March – 31st October 2020) with premieres during peak viewing hours and repeats during off-peak hours.

The package spanned both Linear and VOD platforms, by sponsoring the Great British Stories content on Channel 5’s free-to-air Linear channel as well as Sky On Demand, the Sky Go app and Channel 5’s VOD app, My5.

For each 1-hour Linear episode there were 5 idents, each lasting 10 seconds, which were varied based on the three different product ranges – Trade, Retail and Sandtex. 

The Great British Stories programming included the likes of:

  • Secret Scotland (which was tuned into by over 8m viewers)
  • Wild Britain 
  • Britain’s Lost Roman Roads 
  • The Railway 24/7
  • Fergie and Andrew: The Duke & Duchess of Disaster
  • Inside Waitrose: Britain’s Poshest Supermarket 
The Results

The campaign was a simple, but effective one and outperformed against all Linear predictions! 

  • On Linear, we added an extra 125% in value for our TVR’s against Adults and 112% for Adults OTS 
  • The most popular show on Linear was Secret Scotland, with 3 of the top 10 performing titles centred around the Royal Family 
  • TV sponsorship reached an impressive 18.4m ABC1 Adults across the 8-month campaign, with VOD also reaching 311.14K homes 
  • My5 was the most popular VOD platform, with 2.55M impressions and reaching 199.32K households during the campaign 
  • Across 3 popular platforms, VOD amassed 2.97M impressions 
  • Mid-campaign research showed that Crown had achieved their core objectives, and increased brand awareness (+35pp) and improved consideration (+12pp) 
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