Channel 4 Sales’ content and creative solutions team has partnered with Klarna, the AI-powered global payments network and shopping assistant, which has its Northern UK office in Manchester, for a new contextual advertising campaign launching around Married at First Sight UK this month.
Connecting fan-favourite moments in the show to Klarna’s flexible interest-free payment options, the partnership aims to drive consideration of the brand among online shoppers. Featuring the voice of Married at First Sight expert Mel Schilling and referencing key moments from the series, the four-part campaign is live both during the latest series’ ad breaks, and more broadly across E4 and Channel 4 Streaming.
Conceptualised by Channel 4’s Content and Creative Solutions team and produced by weareseventeen, the partnership is beingdelivered in collaboration with EssenceMediacom.
Amy Jenkins, customer & commercial leader, Channel 4 says: “Married at First Sight UK continues to drive audiences, being the most streamed show across British commercial broadcaster on-demand (BVOD) platforms in September. Alongside this impressive scale, our partnership enables Klarna to connect to highly relevant moments for their audience, using the MAFS magic to land their message memorably. We are excited to see the ads go live and add to the buzz around the series.”
Celine Menzen, head of European campaigns, Klarna said: “Our partnership with Married at First Sight UK is an exciting opportunity for us to bring even greater awareness of the benefits that Klarna’s Pay Now, Pay in 3 and Pay in 30 options can offer British shoppers.”
Neesha Taneja, partner, creative futures, EssenceMediacom added: “It has been so brilliant to bring Klarna and MAFS UK together and create a fun and engaging campaign which showcases the many reasons to choose Klarna at checkout. Contextually tapping into the many themes of the show, we have enabled MAFS UK fans to associate Klarna with any retail needs they may have!”
Married at First Sight UK produced by CPL Productions, a Seven.One Studios company, is available on E4 Monday to Thursday at 9 pm and Channel 4 streaming.
Channel 4’s content and creative solutions team helps advertisers to connect their brands to culture through creative partnerships, whether that’s by associating with well-loved shows and talent, the Channel 4 brand world, or by creating new content with our digital commissioners.
