Falken Tyres is to sponsor programmes on UKTV’s award-winning comedy channel Dave for the second year running, following a successful first ever national TV campaign in 2021.
The new national TV campaign ‘Characters on Dave’ will run from 1st January to 30th November 2022 and has been confirmed by Micheldever Tyre Services (MTS), who has exclusive UK distribution rights for Falken Tyres.
MTS has again worked with acceleration agency Spark Foundry to deliver the new advertising strategy for Falken Tyres brand, spearheaded by the Dave TV sponsorship brokered by 4Sales.
The new campaign reflects Falken’s core brand values, showcasing how through innovative technology Falken Tyres deliver the performance and durability of premium manufacturers whilst still providing exceptional value.
As part of the TV campaign, Falken idents – ‘Characters on Dave’ – will appear before and after selected programmes that include popular shows such as QI XL, Travel Man and Would I Lie To You? During the 2021 TV campaign, the Falken idents were seen by over 23m people and considered well received by the audience.
Rory Carlin, Wholesale Marketing General Manager at Micheldever said: “The first ever national TV campaign for Falken Tyres in 2021 has proved very successful, so as a brand Falken are keen to repeat that success next year.
“As part of the 2021 TV campaign, independent research was commissioned to gauge the sponsorship’s performance and it showed some really positive results.
“The sponsorship has helped improve Falken brand awareness, with the tagline Falken Tyres sponsors Characters on Dave and all terrains and conditions cutting through strongly with the audience.
“There was also above average impact on awareness, brand familiarity, positivity and being likely to purchase, all leading to a significant uptick in the consideration of Falken Tyres amongst viewers, post campaign. The campaign overall has been warmly received as enjoyable and appealing and has helped make viewers more curious about Falken tyre products.”
Rupinder Downie, Brand Partnerships Leader, Channel 4 said: “We are delighted to continue our partnership with Falken Tyres on Dave following a brilliantly successful first year that delivered across all key brand metrics and tapped into the popular programme strand’s highly engaged audience.”
Spark Foundry has handled the media planning and buying, with SPP running the sponsorship and UKTV producing the creative.
