20 July 2024, 12:56
By Furniture News Apr 28, 2022

Sleep brand sponsors late-night TV

eve Sleep has announced a new sponsorship deal with Channel 4 for its Late Nights on 4 show slot - taking place every night on Channel 4 and E4 from 11pm until 4am, beginning 29th April 2022 and running until 31st March 2023.

eve Sleep has again worked with media planning and buying agency Goodstuff and creative agency, Creature to develop an extension of the collaborators’ previous Switch Off campaign with Channel 4, which saw success for the brand in winter 2020/21.

The original campaign was credited with helping eve Sleep end 2020 with £25m revenue and +5% YoY growth, and attracted major awards during 2021, winning in the Retail category at the Campaign Media Awards, and a Gold: Small Budget 2021 accolade at the Effie Awards. It has also been called out as Best Practice by Thinkbox, and now forms part of its training modules.

The new sponsorship will feature idents designed to encourage viewers to 'switch off' their mind and bodies and start winding down for bed as they enjoy their favourite shows on Late Nights on 4, with an acknowledgement of the irony of a sleep wellness brand sponsoring late-night TV. The idents will include content inspired by the Test Card F that used to appear at the end of programming each night.

eve also recently launched The Well Slept Club, a growing platform of online content designed to help everyone get the best night’s sleep.

Alongside the new Channel 4 partnership, eve Sleep will be running new gaming adverts on Candy Crush for a second year, audio adverts on gaming, AdPause adverts and homepage takeovers - including on all4.com - throughout the duration of the campaign.

Caroline Smith, brand director at eve Sleep, says: “We know there is great irony in us as a sleep wellness brand sponsoring a time when the majority of people should be asleep in bed, which is exactly what made the partnership so perfect.

"Once again we’re leaning on this uniquely British bedtime symbol to encourage viewers to switch off their devices and give in to the call of their bed. We’re really excited to be taking this long-term new route, as television sponsorship has been proven to be a highly effective brand building channel - particularly whilst TV spot airtime inflation remains high. Channel 4 has been a fantastic partner of ours over the past years, and we can’t wait to open this next chapter in extending our new content to run every night on Late Nights on 4.”

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