Channel 4 and Skipton Building Society are partnering on a new social-first branded entertainment series, Make Your Move.
Premiering today, the show will air across all social platforms, as Great House Giveaway presenter and mortgage expert Tayo Oguntonade helps 3 couples buy their future homes.
“This is a different approach for us here at Skipton Building Society, however it aligns to our purpose and gives us a great platform to tackle those financial fears people may have and showcase the different steps people can take to reach their financial objectives,” explained Nick Mortimer, Group Chief Marketing Officer, Skipton Building Society.
“Whether that is getting onto the ladder for the first time, downsizing once their children leave home, or moving into somewhere bigger, we hope the partnership can educate viewers and give them a helping hand in finding out more about how they can reach their goals.”
The concept for the 3-part series was thought up by Channel 4 Sales’ Social Branded Entertainment team and produced by Greenred Media. It’s being delivered in collaboration with agency EssenceMediacom North, and commissioned by Joe Churchill and Catriona White.
“This campaign highlights how Channel 4 Sales can deliver a cross-platform partnership anchored in social branded content, supported by linear and streaming activations which creates change through entertainment,” said Ewan Douglas, Head of Sales (N&R) & Business Development at Channel 4.
“It also continues the delivery of Channel 4’s Fast Forward strategy, emphasising our unique capability to deliver for clients and agencies across the UK and creating innovative opportunities for brands.”
Working with Mail Metro Media, the content will be further amplified via long form print and digital content across the publisher’s portfolio. Each couple’s story will appear in features in The Mail on Sunday, i and Metro newspapers. There will be additional articles, video and display advertising on MailOnline, Metro.co.uk and ThisIsMoney.co.uk.
“Collaborating with Channel 4 and Skipton Building Society demonstrates our trusted editorial power to engage audiences at every life stage, encouraging more people to talk openly about their finances and seek advice on how best to achieve their financial goals,” said Helen Milligan, Head of Agencies – Manchester, Mail Metro Media.
“We’re excited to deliver this agile partnership, amplifying a branded entertainment series, and extending the conversation through the creation of bespoke video and long form content across our highly engaged print and digital platforms.”
Charlotte Beech, Partner, Head of Creative Futures at EssenceMediacom North added:
“At EssenceMediacom, we’re always looking for new ways to breakthrough. Make Your Move epitomises our desire to engage with audiences through culturally relevant content. This series, created alongside our partners, offers more than entertainment, by delivering real value and financial insights. It will bring Skipton Building Society’s services and support into everyday conversations by leveraging a blend of paid, owned, and earned platforms to amplify the campaign’s message.
“For the team at EssenceMediacom North, we feel incredibly proud to have the opportunity to showcase our creative capabilities in delivering exceptional breakthroughs for our clients. ”
