Pilkington Activ™ Moves Into Programme Sponsorship To Step Up TV Presence12 September 2008
Pilkington is boosting TV support for its market leading Pilkington Activ™ self-cleaning glass through sponsorship of some of Britain’s favourite property design and home improvement programmes.
In a deal with leading digital broadcaster UKTV Style Pilkington Activ™ will sponsor their “Home Sweet Home” strand of programming; a combination of internally produced shows & popular repeats from the BBC archive. Set to reach more than four million homeowners across the six-month period September to March, the campaign offers the opportunity to see the messages an average of 28 times. Programmes being sponsored include DIY SOS, Colin & Justin’s Home Show and The WOW Factor. Pilkington Activ™ will join such iconic brands as Marks & Spencer, Cadburys, British Gas and Focus Do It All by choosing the sponsorship route as part of its consumer marketing mix, which with UKTV Style, ideally associates the product with home improvements and lifestyle.
Following on from past TV commercials a humorous approach continues to be the thread for the idents which will be shown at the beginning and end of commercial breaks around each programme within the strand. A series of ten-second films show the lengths to which people will go to keep their newly clean windows free of obstructions - with seemingly house proud individuals suddenly removing whatever object is obscuring the view through their self-cleaning windows. Two Christmas ‘special’ idents will also be broadcast in the run up to the festive period.
Julia Berkin, Marketing Communications Manager for Pilkington Activ™ says that programme sponsorship moves the game on for the product, which has revolutionised the way that window glass is marketed: “Our television advertising campaign has been very successful with many window installers enjoying excellent extra sales by taking advantage of the exposure the advertising has generated. But it is important to develop fresh ideas to reach new audiences and, having researched all options, our new programme sponsorship deal provides exciting new opportunities for any company offering Pilkington Activ™ to its customers.