Motorsport-centric watch brand Casio Edifice is backing motoring content on the Discovery Channel and Quest TV in the UK and Ireland.
The sponsorship move will put the brand’s watches in front of a targeted average weekly audience of 2.1million viewers.
Casio Edifice’s six-figure deal will cover a total of 960 hours over six months and will include popular motoring shows including Wheeler Dealers, Fast ‘n’ Loud and Cars That Rock with Brian Johnson.
Jennifer Kelly, Casio’s senior consumer marketing manager, said: “We’re delighted to be working with Discovery Networks again on this project. The sponsorship offers us a unique opportunity to engage with our target customer and generate significant awareness for the Casio Edifice brand. Based on last year’s success, we have extremely high expectations for what the sponsorship will achieve, from both a commercial and brand development perspective."
The Edifice campaign features idents and branded content films to show extreme engineering expert Jimmy De Ville explaining how to manage motoring problems under time pressure.
In the films extreme engineer and racing enthusiast De Ville, whose new show Engine Addict premieres on 8th September, emphasises how intelligent advances in engineering have brought extra precision and speed with the strapline; Engineered for perfect timing, Motoring sponsored by Casio Edifice.
The idents link the themes of speed and time precision using footage from Casio’s sponsorship of Formula 1 team Infiniti RedBull Racing. There will be a monthly on-air competition which gives viewers the opportunity to win a limited edition Casio Edifice watch signed by Daniil Kvyat and Daniel Ricciardo. A microsite on www.discoveryuk.com houses brand information, clips and Infiniti RedBull Racing photo-galleries.
Martin Heaton Cooper, vice president commercial development at Discovery Networks UK & Ireland, added: “The Discovery Creative London team have once again raised the bar and produced six unique and engaging vignettes which also introduce one of Discovery Channel’s exciting new motoring talents, Jimmy De Ville, whose title ‘extreme engineer’ connects perfectly with Casio’s brand positioning ‘Engineered for perfect timing’.”
Discovery’s previous partnership with Casio won ‘Sponsorship of the Year’ (>750k) at the Hollis Advertising Awards.