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 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)
Adobe and Sky Arts
