Channel 4 Sales announced yesterday a deal with global home security leader Verisure to exclusively sponsor Channel 4’s latest social experiment series, Apocalypse.
The sponsorship will launch alongside the programme on today (Sunday), running across Channel 4 and Channel 4 streaming.
Apocalypse will see a group of ordinary people face an extraordinary challenge: surviving for 28 days in a real-world abandoned town that bears the hallmarks of an apocalyptic event.
With no running water, heating or electricity, the group must rely on their resourcefulness to find food, source supplies and repurpose whatever they can to survive. The experiment will test their resilience, practical skills and ability to adapt in an extreme environment.
Bicycle London brokered the partnership, marking both the agency’s and Verisure’s first sponsorship deal with Channel 4 Sales.
Sam Hicks, Head of Advertiser Strategy at Channel 4, said:
“Apocalypse is exactly the kind of bold, distinctive content that creates meaningful opportunities for brands to connect with audiences. Verisure’s focus on protection, preparedness and resilience makes this partnership a natural fit; from surviving an abandoned town to keeping your own home safe and secure. We’re excited to work with Verisure and Bicycle London to bring this sponsorship to life across Channel 4’s linear and streaming platforms.”
Emily Don, Head of Brand at Verisure, said:
“We’re delighted to partner with Channel 4 on Apocalypse, a programme that explores the importance of feeling safe and secure at home, and the choices we make to protect the people who matter most. As a brand dedicated to protecting homes and families, the themes at the heart of the series strongly resonate with us. We’re excited to be part of this unique social experiment and to join Channel 4 audiences as they follow the participants on their journey.”
Hannah Saunders, Business Director at Bicycle London, said:
“Channel 4’s Apocalypse provides the perfect launchpad for Verisure’s first-ever sponsorship, allowing us to reach a highly engaged audience whilst aligning a premium product with premium content. We’re excited to see both the show and the sponsorship in equal measures!”
Source: Channel 4
