C4 and Lime Pictures partner Hollyoaks with Nokia Lumia

31 May 2012

Nokia's acclaimed Lumia smartphones will appear in Hollyoaks as part of a new product placement deal agreed between Nokia, Channel 4 and the producers of the show, Lime Pictures.

The deal marks the first product placement partnership featuring mobile phones on a UK drama. Using Hollyoaks as a platform, the partnership integrates Nokia's Lumia smartphones into storylines to engage the show's savvy young audience -¬ demonstrating the Lumia's unique features in action. The partnership will be activated on screen from July.

The placement will feature a select group of Hollyoaks characters using the Nokia Lumia 800 and 710 smartphones. An additional part of the deal will also see characters wearing Monster's Purity HD headphones and poster ads featuring Nokia products will also be visible at the Hollyoaks village bus stop.

The partnership will be activated across the full range of platforms on which Hollyoaks is available, including Channel 4 and E4, e4.com/hollyoaks, and on 4oD.  It will also include off-screen activity to reinforce the strong links between the two brands, including a Nokia Lumia content portal on Channel4.com which will recreate the phones' unique home screen. Additionally, 2 characters will be developed off-screen and will tweet as their on-screen Hollyoaks personas to further promote Nokia Lumia.

The deal was facilitated by Nokia's media agency Carat.

Rob Ramsey, Channel 4 Partnership Leader says: "The Nokia Lumia phone range is a terrific fit for Hollyoak's young and savvy audience and I'm delighted to be announcing this new partnership between Channel 4, Lime Pictures and Nokia.  It's the second major product placement deal we've agreed for Hollyoaks in 2012 and is a fantastic example of the targeted and innovative deals Channel 4 and Lime Pictures can offer across our content and platforms."

Ian Cartlidge, Head of Product Placement at Lime Pictures says: "We are delighted to be working with Nokia on this exciting new deal. Lime and Channel 4 have shown that, by working together, we can provide an opportunity for brands to work across all the properties Hollyoaks has to offer within just one deal."

John Nichols, Head of Marketing at Nokia UK said: ‘Hollyoaks is the perfect platform for Nokia to engage with younger audiences, embedding Lumia in amazing everyday storylines people can relate to. This partnership is another example of how we are pushing the Lumia brand in new innovative ways, with a human approach across multiple platforms. '

 

Notes to Editors:

About Hollyoaks
Combining the main C4 and the first look audience volume Hollyoaks was up +2% in 2011 vs. 2010. Also combined, Hollyoaks was up +3% for individuals and +5% for 16-34's in 2012 (Jan to March consolidated) 16-34 share is up +35% for both volume and share in 2012 on E4 first look (Jan-Mar consolidated)

 

About Nokia
Nokia is a global leader in mobile communications whose products have become an integral part of the lives of people around the world. Every day, more than 1.3 billion people use their Nokia to capture and share experiences, access information, find their way or simply to speak to one another. Nokia's technological and design innovations have made its brand one of the most recognized in the world. For more information, visit http://www.nokia.com/about-nokia. 

 

About Carat
Carat is the world's largest independent media communications specialist and the market leader in digital and diversified media solutions. Owned by Aegis Group plc, Carat was established in 1968 as the world's first media agency. Since then it has grown to become more than 5,000 people in 70 countries worldwide, planning and buying media campaigns for many of the world's leading brands. Today, digital technology has created a new era of media. Carat's vision is to use media in new ways to drive business value for our clients. Carat. Redefining Media.