Fiat To Sponsor Evening On Five

Fiat has signed an exclusive sponsorship deal with Five, which will see the car maker sponsor an entire evening on the channel.

Following Ofcom’s decision to relax the rules surrounding terrestrial channel sponsorship, Fiat is using the opportunity to support an entire evening on Five, becoming the first advertiser to take advantage of this new form of promotion.

The FIAT 500 will be unveiled to the public in a celebrity event at the British Airways London Eye, at 8pm on Monday, January 21.

Five’s sales director, Kelly Williams and Chris Locke of Starcom Mediavest Plus have constructed a broadcast sponsorship package intended to illustrate the flexibility broadcasters are now in a position to offer.

The launch is timed for precisely 500 hours into 2008, a period which will be marked on-screen by a countdown clock appearing on Five every evening, until that time, using 10″ and 20″ commercial spots.

On the launch evening, FIAT branding will appear on Five programme menus, as well as on a series of integrated 25″ channel idents prior to each show transmitted after 8pm on the 21st. Finally, the FIAT 500 will feature in 0.5″ ad-break flashes which will appear between every commercial in every break after the launch.

Williams said: “I’m thrilled that Five is at the forefront of this unique style of sponsorship, and that our partner in this groundbreaking deal is the high-profile brand FIAT.”

FIAT UK Marketing director, Elena Benardelli, said: “We are delighted to agree with Five this first-ever full sponsorship package of a terrestrial television channel.”

The idents were originated and created by Five’s on air brand director, Dominic Sykes, and produced and directed by Duke TV.

Five: 020 7550 5555 www.five.tv