Mercedes vans has announced its first ever TV partnership that will see its branding and adverts being seen regularly on the increasingly popular UKTV’s Dave channel.
Their activities will run for six months and their idents will be seen around a variety of the channel’s most popular programmes.
They include: Mock the Week, Storage Hunters and QI.
The 10 second idents, which are brief adverts depicting Mercedes vans at work, include a variety of scenarios which feature the employees of a fictitious customer service firm.
The aim of the short films is to highlight the different characters that use Mercedes vans and will feature the Mercedes Citan, Sprinter and the new Vito.
Mercedes vans enjoys Dave’s growing popularity
This is a good time for the Mercedes vans move since the channel share being enjoyed by Dave is growing rapidly, it’s up by 9.3% year-on-year and now stands at 1.4%.
The managing director of Mercedes vans, Steve Bridge, said: “This partnership is an ideal fit as Dave’s ethos and values provide us with a platform to share our message.
“The channel’s audience aligns well and enables us to deliver an engaging message with broad reach and a high impact.”
A spokesman for Channel 4, which brokered the deal with the van maker, said: “We are delighted to be working with Mercedes vans on their first-ever TV partnership.
“Dave has enjoyed a great start to the year and the campaign will showcase a range of its was popular and highest rating shows.”
The move by Mercedes vans should help underpin its growing sales success; sales grew by 16% last year compared to 2013 and look set to do well again this year.