Factory Media, Europe’s largest lifestyle sports and culture media business, has teamed up with award-winning multi-channel network, UKTV, on its first branded-content TV commission, The Indestructibles
The 12×30’ series, presented by well-known action-sports athletes turned media personalities Tim and Gendle (Tim Warwood and Adam Gendle), is funded by fashion-watch brand G-SHOCK through branded content agency The Story Lab and will air on Dave in the autumn.
Each episode of The Indestructibles sees Tim and Gendle dropped in different locations around Britain, where they have to take inspiration from their surroundings and dream up epic stunts that seem impossible. With only one week to build and test their creations, they must also convince an athlete from the world of action sports to take on their daring challenge.
UKTV’s Commissioning Editor Iain Coyle commented, “The Indestructibles is a fast-paced, adrenaline-filled show, if they can pull off some of these stunts, it’s going to be mind-blowing telly. For a Dave audience it’s the perfect combination of humour and action.”
The deal for The Indestructibles is built on an innovative content-funding model that intimately connects TV and digital audiences whilst delivering maximum added value to the brand, broadcaster and agency.
Dee Smith, Director of Content at Factory Media, said, “These deals are complex and I wanted an “everybody wins” model – where all participants – brands, broadcasters, agencies and audiences naturally add value to each other. The brand gets clarity of message, huge impact in the TV environment as well as the highly targeted ROI associated with good digital advertising. The broadcaster gets high quality programming, along with real time engagement figures, full editorial control and marketing for the show. The agency gets a full service partner and our wealth of experience keeping everybody happy. The art is in balancing the often different but overlapping needs of broadcaster and brand. And Factory fans get truly great content.”
UKTV’s Sally Quick added, “The deal was borne out of a desire for a clip based, high-octane action sports show on Dave that had a witty tone. At UKTV the commercial partnerships team sits within commissioning which enables us to be extremely proactive and seek out projects and brands that exactly match the needs of our channels.”
The content strategy for The Indestructibles includes the creation of over 200 pieces of short form content designed for distribution on Vines, Instagram, Facebook and YouTube.
Content drops will begin three months before broadcast to engage grass roots influencers, test the content and feed audience reaction into the edit. This will intensify to daily drops in the lead up to each weekly broadcast to build audience anticipation and drive TV tune in and digital spikes. The strategy is designed to allow viewers to feel part of an unfolding story and to make the most of Factory Media’s highly engaged fan base.
Jennifer Kelly, Senior Marketing Manager, G-SHOCK added: “The G-SHOCK brand philosophy is about pushing the boundaries of what’s possible. We like to challenge ourselves to be unconventional, sometimes edgy but always, tough! This, combined with the fact that our heritage is rooted in action sports, made The Indestructibles project an obvious choice for us.
We were instantly drawn to the opportunity due to the multi-channel nature of the campaign. The 360 approach allows us to talk directly to our classic audience through digital and social channels, whilst driving significant brand awareness via broadcast. We’re ramping up for a seriously successful Christmas season as a result.’
The Indestructibles will air on Dave in the autumn. It joins a raft of new content on the channel, which is currently up 8% year-on-year, including Money Pit and brand new series’ of Dave Gorman’s Modern Life is Goodish and Storage Hunters UK. Dave’s most recent advertiser funded show, Red Bull Soap Box Race 2015, was hugely successful and peaked at 764k viewers, up 151% on slot.
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