giffgaff sponsors Channel 4's Queenie

Channel 4 Sales has formed a fresh alliance with giffgaff. This latest collaboration involves the mobile phone network joining forces with the forthcoming Channel 4 drama titled Queenie. They will work together on producing a novel series of commercials.

From June 4th to July 15th, you can catch the ‘Pick Up, It’s Queenie’ campaign as the first ad during breaks in Queenie’s linear television show, as well as other relevant programming on Channel 4 and E4. The show, based on Candice Carty-Williams’ popular book, tells the story of Queenie as she deals with various challenges related to her life, relationships, and sense of self.

Continuing with Channel 4's Fast Forward approach, which offers unique digital-first possibilities for advertisers, these commercials will also be shown on Channel 4 Streaming as well as the network's YouTube and Snap accounts.

The campaign focuses mainly on Bellah who played Queenie's friend, Kyazike, in the show. Kyazike is now acting as a virtual friend to answer questions about friendship and relationships via phone.

The collaboration came into being with assistance from media company MG OMD. It marks one of several recent agreements spearheaded by the Channel 4 Sales Creative Hub team, including ones with the NHS staff aid group Frontline19 and the Department for Education's 'Skills for Life' initiative.

Sophie Lloyd, who leads the creative team for commercial initiatives at Channel 4, stated that their aim is to connect brands to culture. They were hoping to collaborate with a brand partner that was a good match for the show, audience, and theme of connecting loved ones, which is crucial in Queenie's world. They are excited to work with giffgaff, as they are known for breaking barriers in their field and demonstrating a more humane approach. giffgaff fits well with the Channel 4 spirit and the ethos of the show. The partnership between Queenie and giffgaff is a great example of how Channel 4 can integrate brands into their world and culture collectively.

According to Nerissa Abrahams, who holds the role of Senior Brand & Advertising Manager at giffgaff, the collaboration with Channel 4's Queenie is a confident and riveting move that perfectly embodies the company's objective of demonstrating how connectivity can be a positive influence. The merging of the mobile network domain with the Queenie universe appears to be a logical and fitting connection that customers will find intriguing. The prospect of witnessing these two worlds come alive for people to savour has us quite thrilled.

Maddie Taylor Wilson, who holds the position of Partnerships Business Director at MG OMD, expressed her enthusiasm for the forthcoming partnership. She believes that the collaboration between giffgaff and Queenie is a perfect match, and is excited to witness it come to fruition. Queenie is a captivating property, and Wilson believes that the alignment of this partnership with giffgaff's goals for the brand is precisely what they were seeking.