Channel 4 and Skipton Building Society spotlight the highs and lows of the property ladder in Make Your Move

24 May 2024

Channel 4 Sales, the leading digital-first content partner for brands, is joining forces with Skipton Building Society for new social-first branded entertainment series, Make Your Move. Debuting on 24 May across all social platforms, with Channel 4 television and streaming amplification, the three-part series sees Great House Giveaway presenter and mortgage expert Tayo Oguntonade help turn three couples’ financial fears into an optimistic outlook as they seek to buy their future home.

In each episode, we’ll meet a couple needing financial help as they make steps towards their future home. Should these first-time buyers get on the property ladder? Is it financially viable for this couple to upscale the size of their home? When is it time to downsize? They will be encouraged to open up about their finances, interrogate their spending, and gain more in-depth financial advice personalised to them with the support of Skipton Building Society. In addition, the series will see our couples placed into a realistic home for 24 hours as a fully immersive experience, achievable if they carry out their new financial plans.

Conceptualised by Channel 4 Sales’ Social Branded Entertainment team and produced by Greenred Media, the series is being delivered in collaboration with agency EssenceMediacom North, and commissioned by Joe Churchill and Catriona White.

Working collaboratively with Mail Metro Media, the content will be further amplified via long form print and digital content across the publisher’s portfolio. Tapping into the media owner’s editorial power and influence, each couple’s story will feature in bespoke features in The Mail on Sunday, i and Metro newspapers. Native articles, bespoke video and premium display advertising across MailOnline, Metro.co.uk and ThisIsMoney.co.uk will dig deeper and bring Skipton Building Society’s messages to an even wider audience.

Ewan Douglas, Head of Sales (N&R) & Business Development at Channel 4, said: “This campaign highlights how Channel 4 Sales can deliver a cross-platform partnership anchored in social branded content, supported by linear and streaming activations which creates change through entertainment. It also continues the delivery of Channel 4’s Fast Forward strategy, emphasising our unique capability to deliver for clients and agencies across the UK and creating innovative opportunities for brands.”

Nick Mortimer, Group Chief Marketing Officer, Skipton Building Society said: “I am proud to announce this latest partnership with Channel 4 for the “Make Your Move YouTube” series. This is a different approach for us here at Skipton Building Society, however it aligns to our purpose and gives us a great platform to tackle those financial fears people may have and showcase the different steps people can take to reach their financial objectives. Whether that is getting onto the ladder for the first time, downsizing once their children leave home, or moving into somewhere bigger, we hope the partnership can educate viewers and give them a helping hand in finding out more about how they can reach their goals."

Charlotte Beech, Partner, Head of Creative Futures at EssenceMediacom North said: “At EssenceMediacom, we're always looking for new ways to breakthrough. Make Your Move epitomises our desire to engage with audiences through culturally relevant content. This series, created alongside our partners, offers more than entertainment, by delivering real value and financial insights. It will bring Skipton Building Society’s services and support into everyday conversations by leveraging a blend of paid, owned, and earned platforms to amplify the campaign’s message.

"For the team at EssenceMediacom North, we feel incredibly proud to have the opportunity to showcase our creative capabilities in delivering exceptional breakthroughs for our clients. "

Helen Milligan, Head of Agencies – Manchester, Mail Metro Media said: “Collaborating with Channel 4 and Skipton Building Society demonstrates our trusted editorial power to engage audiences at every life stage, encouraging more people to talk openly about their finances and seek advice on how best to achieve their financial goals. We’re excited to deliver this agile partnership, amplifying a branded entertainment series, and extending the conversation through the creation of bespoke video and long form content across our highly engaged print and digital platforms.”