Hyundai has signed a major broadcast deal to sponsor Channel 4's new primetime factual entertainment show, Love Thy Neighbour.
The campaign will cover sponsorship of all Channel 4 and More 4 transmissions, Video on Demand (VOD) service accessible on www.channel4.com (4oD) and the Virgin cable network, as well as online branding on channel4.com.
In Love Thy Neighbour, twelve families who crave the rural idyll will compete to win a massive prize: a family home in the picture perfect village of Grassington, in the Yorkshire Dales.
Each week two families will arrive to live in the village for five days. Competing against each other they will throw themselves into village life doing all they can to persuade the people of Grassington that their family would be a genuine asset to the community and worthy neighbours.
It's a big prize and a big decision for the existing residents of Grassington who, at the end of each week, will be asked to consider carefully and vote for the family they think deserves to win this life-changing opportunity, whittling down the families until finally deciding who they want to live amongst them and join them as permanent neighbours and reside in the village.
Following the newcomers as they attempt to ingratiate themselves to this close-knit community, this series will also capture the dilemma the Grassington locals face as they wrestle with their values and judgements on meeting the families, and ultimately decide who they want to stay, and who they want to go.
The six figure programme sponsorship deal was booked by Sean Beaven at MPG Media Contacts.
The creative for Hyundai's sponsorship idents is being produced by M&C Saatchi. The idents focus around the reactions of the inhabitants of a peculiar little community as a Hyundai ix35 sweeps into their world like a breath of fresh air; their outdated views and apprehension contrast with Hyundai's modern and bold design philosophy.
Andrew Cullis, Hyundai's Marketing Director, commented: 'As well as increasing brand awareness, this sponsorship deal will be an excellent way to enhance Hyundai's new brand positioning 'New thinking. New possibilities.' The show is based around change, challenging pre-conceived ideas and thinking differently about people. This parallels with Hyundai's new approach of pushing boundaries and transforming the way it thinks.'