ClearScore’s sponsorship for Channel 4’s Hollyoaks engages younger streamers in their financial future

21 October 2024

Channel 4 Sales has partnered with ClearScore, the UK’s leading financial services marketplace, on a new sponsorship campaign for the flagship soap, Hollyoaks.

Live from 21 October the partnership will see ClearScore sponsorship idents across episodes of Hollyoaks on E4, Channel 4 and streaming, as well as ads surrounding the show’s content on Channel 4’s YouTube channel. In addition, the brand will be integrated into the show by means of a licensing and product placement agreement. This deal was brokered by Medialab with And Rising the creative agency.  

Last year the show adopted a digital-first schedule with episodes airing on YouTube at the same time as streaming and linear – plus a move to three episodes per week since last month. During the first two weeks of Hollyoaks’ new schedule, streaming views per episode are at their highest levels this year. Meanwhile in the week when its plotlines and characters jumped forward by one year to accommodate the new schedule, views per episode were up +60% on the year to date. In addition, across 2024 there has been 3.5m global views to Hollyoaks full episodes on YouTube.

The partnership will feature a series of entertaining sponsorship idents – created by UK marketing agency And Rising – starring ClearScore’s well-known characters, Charlie and Moose.

The sponsorship marks the continuation of ClearScore’s longstanding relationship with Channel 4 – now entering its fourth year. Previously, ClearScore sponsored Married at First Sight Australia across three seasons. By extending its relationship through Hollyoaks, ClearScore continues to engage with Channel 4’s vast audience, building brand awareness and fostering credit health.

Rupinder Downie, Content Solutions Leader at Channel 4 said: “Hollyoaks is a perfect example of how Channel 4 can offer brands multiple ways to reach additional and varied audiences from sponsorships to product placement. The soap tackles real-life issues in an authentic way, creating a relatable platform for ClearScore, and having sponsored three series of Married at First Sight Australia it is great to partner with them once more to tap into Hollyoaks’ fanbase.”

Marina Wong, UK Head of Marketing at ClearScore said: “We jumped at the chance to sponsor Hollyoaks, a show that resonates so well with our target audience. At ClearScore, we believe in helping people manage their financial wellbeing with insights and data, and this partnership allows us to engage viewers consistently over the coming months. Through our Charlie and Moose idents, we hope to bring a relatable, fun and informative touch to people’s viewing experience.”

Matt Semple, Client Managing Director at Medialab, said: "With the current cost of living pressures, it’s more important than ever to help people feel secure in their financial decisions. Hollyoaks is a really strong platform to drive awareness for ClearScore and the brilliant work they do to build a fuller picture of people’s finances.”

Jonathan Trimble Co-Founder and CEO at And Rising: “ClearScore is a natural fit with Hollyoaks. Allowing us to reach millions of viewers who, like our beloved brand characters Charlie and Moose, face challenges and life decisions—whilst letting them know we’re here to help them take control of their financial futures.”

The continuing drama is produced by Lime Pictures, part of All3Media and is also available to air on Channel 4 three nights a week.