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15 Feb 2021
CITROËN UK ANNOUNCES PARTNERSHIP WITH UKTV’S DAVE
Citroën UK confirms it is the new channel partner of UKTV’s Dave. Two-year partnership begins on Monday 15 February, involving sponsorship of the channel’s primetime slot each weekday. Citroën UK sponsorship includes ident video clips in advertising breaks during primetime programmes, highlighting New Citroën C4 and ë-C4 - 100% ëlectric. Partnership commences as Citroën UK announces new tagline: ‘The French Car That Speaks Your Language’. Both initiatives are part of the Citroën 'Advance UK' plan, which was presented by UK Managing Director, Eurig Druce, last October.
Citroën UK has announced a new two-year partnership with UKTV’s Dave channel that will see the French brand sponsor Dave's primetime programmes from Monday 15 February onwards.
The sponsorship will see Citroën feature in idents ranging from five to 15 seconds at the opening and close of each ad break. The idents will tap into Citroën’s heritage, showing an unmistakably French aesthetic, resembling a quaint French street, with a soundtrack to match, only for viewers to realise through the characters regional accents that the setting is actually quintessentially British.
Themes for the idents include ‘Le Café’, which is centred around a traditional Parisian café named ‘L’Amour’, also a florist, and ‘La Boulangerie’ with all the look and feel of a traditional French bakery, but as with all the idents…there is a twist.
The idents highlight Citroën’s new brand connection with the UK public, ‘The French Car that Speaks Your Language’ and by doing so, deliver messaging that is ‘Inspired by You’ – meaning the UK public. This brand messaging focus is a key component of the Citroën ‘Advance UK’ plan introduced in 2020. 'Advance UK' aims to strengthen Citroën's position across the UK with a new brand philosophy, new pricing strategy, new product launches and an enhanced retail network presence.
Showcasing the latest models in the Citroën range, the ident videos will feature New Citroën C4 and ë-C4. New C4 and ë-C4 are officially launched on 15 February, tying in nicely with the commencement of the partnership with Dave.
With New C4 and ë-C4, Citroën is proud to offer a segment first, a compact (C-Segment) family car that offers customers the choice of 100% electric, petrol or Diesel powertrains, without having to compromise on practicality or design.
Eurig Druce, Managing Director of Citroën UK, said: "We are incredibly excited to announce our partnership with Dave. As one of the country's most popular channels, Dave provides its viewers with hours of entertaining programmes, and a great mix of much-loved classic shows and original productions. Citroën UK and Dave are a great fit, and the channel is a perfect place to host content in line with our new message of being 'The French Car That Speaks Your Language'. We are excited to work with Dave and cannot wait to see how viewers react to our new ident clips that will be featured across the channel."
Rupinder Downie, Brand Partnerships Leader at Channel 4, said: “We are delighted that we’ve been able to partner Citroën with UKTV and Dave in what is a truly innovative deal – marking the first time we’ve carried out a partnership of this scale with Dave. The brands prove a solid fit and the idents work seamlessly with some of the channel’s most popular programmes.”
Citroën UK's sponsorship will be active around some of Dave's most popular programmes, including Mel Giedroyc: Unforgivable, Hypothetical, Meet the Richardsons and Alan Davies: As Yet Untitled. The idents will be used on approximately 15 hours of programming each week, with an estimated 21 million viewers tuning into Dave over the course of a year.
The partnership also includes visible sponsorship across UKTV Play, UKTV's on-demand video service, as well as featuring on Dave podcasts and additional support on the comedic 30 second “I’m Dave” promotion.
FOR FURTHER INFORMATION:
JOHN HANDCOCK, HEAD OF COMMUNICATIONS
07810 180249
SIMON BROOME, PR MANAGER
07827 840050
MICHAEL ARNOLD, PRESS FLEET MANAGER
07831 829410
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JOSEPH GORSUCH, PRODUCT COMMS ASSISTANT
07827 896480
jeremy.townsend@stellantis.com
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The Citroën Brand
At the heart of the automotive market, Citroën has asserted itself since 1919 as a popular brand in the true sense of the word, making people and their lifestyles its first source of inspiration. This spirit is underlined by the ‘Inspired by You’ brand signature and is embodied by cars combining unique design and benchmark comfort. Within the sector of mainstream brands, Citroën also stands out with a unique customer experience (Citroën Advisor, ‘La Maison Citroën’, etc.). In 2019, the Citroën sold one million vehicles in over 90 countries.
The Citroën Brand in the UK
The UK is the 4th largest market for Citroën globally, with 80,000 vehicles sold in 2019. Based in Coventry, Citroën UK’s range of hatchbacks includes C1 (city car), C3 (supermini) and C4 Cactus (compact family car). The UK SUV line-up consists of C3 Aircross (compact SUV) and C5 Aircross (mid-size SUV). The UK MPV range features Berlingo (5 or 7-seats), Grand C4 SpaceTourer (7-seats) and SpaceTourer (up to 9-seats). Citroën UK’s Light Commercial Vehicle offering covers all sectors of the market with Berlingo Van, Dispatch and Relay. Citroën has a clearly defined electrification strategy with all models across the range offering an electrified version by 2025. In the UK, 2020 sees the launch of New C5 Aircross SUV Hybrid (PHEV), plus the introduction of Dispatch and Relay battery electric vehicles (BEV).
Citroën UK media site: https://www.media.stellantis.com/uk-en/citroen - @CitroenUK