FIAT 500L sponsors Modern Family on Sky through Maxus Partnerships
14 November, 2014
— The FIAT 500L is sponsoring the popular comedy series Modern Family on Sky 1 (new episodes air Mondays 8pm) with TV idents to reach an audience of diverse families and raise awareness of the car as the practical, stylish and fun family vehicle.
The deal was brokered by Maxus Partnerships, with media planning and buying from Maxus and creative from krow Communications.
The deal marks the next stage in sponsorship featuring the FIAT 500L which previously sponsored One Born Every Minute on Channel 4. FIAT 500L sponsorship aims to communicate the range to families looking for a vehicle that meets their diverse needs, yet also appeals to the individual styles of mums and dads.
Developed by krow Communications, the sponsorship idents once again feature three sets of light-hearted, humorous films based on recognisable parenting truths and feature a reappearance of ‘Brian the Bear’, voiced by Arthur Smith.
The sponsorship campaign kicked off on Sky 1 with the first episode of the latest series of Modern Family on Monday November 6, 2014, with repeat viewings across Sky 2, Sky Go and catch up channels until June 30, 2015. The campaign will be further supported by digital activity on Sky’s website, Sky.com.
Lucia Pennesi, brand communications manager, FIAT UK said: “Modern Family is an award-winning show with a humorous take on family life, echoing our FIAT 500L communications which are all about celebrating parenting moments with an authentic, humorous and empathetic tone of voice, making it the perfect fit for our target audience.”
Laura Wade, head of Maxus Partnerships said: “The FIAT 500L stands out in the category as the fun, stylish car. Parents shouldn’t have to compromise on their vehicle when they start a family and this range meets their needs for both individuality and practicality. The brand is already seeing results from TV sponsorship choices over the last 12 months and this campaign seeks to maintain and increase that authentic dialogue with parents.”
About Maxus UK
Maxus UK was founded in 2008 with just 30 employees, and today has over 250 staff. It is now a top ten (#8) UK agency (Campaign School Reports 2014), billing upwards of £400 million.
Maxus UK clients include L’Oreal (the largest media account in the UK for the last 5 years) BT, Barclays, FIAT Group, Associated British Foods, npower and Avis Budget.
Maxus UK has established itself (July 2014) as the agency with the most sustained growth of the top 10 media agencies last year. In 2013 the agency grew 20% with overall activity rising to £758m (2013) from £632m (2012) to become the 8th largest media agency in the UK (source: RECMA).
Maxus UK is part of the Maxus Global network which employs over 2,000 people across 55 countries in 70 agencies worldwide and works for some of the world’s most well-known advertisers. It was named RECMA’s No1 for Vitality in the UK, Campaign’s Global Media Network of the Year 2011, Ad Week's US Agency of the Year 2011, and one of Ad Age's ‘Agencies to Watch’ for 2012. For more information, visit www.maxusglobal.co.uk
Maxus Global is part of GroupM, the world’s largest media investment management group that serves as the parent company for all of WPP’s media agencies, and which buys over one third of the world’s media every day. The newest of GroupM’s agencies, Maxus Global is the fastest growing global media network for the last five years (source: RECMA). For more information visit www.maxusglobal.com