Mercedes-Benz Sprinter

Mercedes-Benz Vans has announced a new partnership with Channel 4 Sales and UKTV’s Dave channel – representing Mercedes-Benz Van’s first ever TV partnership.

Running for six months, the activity launches today.

Mercedes-Benz Vans’ idents will be visible around the programming strand Character’s on Dave which includes programming across Dave’s schedule such as Storage Hunters, Mock the Week and QI.

The series of ten second idents each depicts a different scenario featuring employees of a fictitious customer company with its branding revealed on the Citan, New Vito or Sprinter van – highlighting the different characters that use the vehicles.

The partnership was brokered by Channel 4 Sales’ Partnerships Executive Tom Slater and Liam Swann, Partnerships Executive, Newcast division at ZenithOptimedia.

Across Q1 of 2015 Dave’s share of the TV viewing audience was up +9.3% year-on-year, with a share of 1.41%.

Steve Bridge, Managing Director, Mercedes-Benz Vans said: “For us, the partnership is an ideal fit – Dave’s values and ethos provides us with a great platform to share our customer-focused message. The viewing audience aligns extremely well and allows us to deliver engaging messaging with high impact and broad reach.”

Rupinder Downie, Partnership Controller, Channel 4 said: “We are delighted that Mercedes-Benz Vans has chosen to work with Channel 4 on their first ever TV partnership. Dave is enjoying a great start to 2015 and Characters on Dave showcases a range of the channel’s most popular and highest rating shows.”