Kia Picanto to sponsor 'Take Me Out'

Kia, the car marque, has signed a seven-figure deal for its Kia Picanto range to become the multimedia sponsor of the Paddy McGuiness-fronted ITV1 Saturday night dating show, 'Take Me Out'.

Take Me Out: ITV  show to be spnsored by the Kia Picanto range
Take Me Out: ITV show to be spnsored by the Kia Picanto range

Each week in the show, four men have to impress 30 women in the hope of getting a date, but if the women do not like what they see or hear, they can turn off their lights and send the men home.

The sponsorship, negotiated by Havas media agency MPG Media Contacts, will include on-air idents, an online presence, mobile and licensing rights and Kia will also activate elements of the sponsorship in its showrooms.

The series is expected to air early next year, but does not yet have a specific start date.

The Kia Picanto sponsorship idents will be made by Innocean Worldwide UK and David & Goliath, and will show chat-up lines being delivered to a young woman driving a Kia Picanto.

Lawrence Hamilton, general manager of marketing communications, Kia Motors, said: "‘Take Me Out’ is an ideal sponsorship property for our new small yet mighty Picanto.

"We are delighted to be sponsoring the programme as it offers a great fit with the fun nature of the new Picanto, and look forward to activating the sponsorship across our digital platforms and our dealer network."

Earlier this week, YouTube announced 'The New Kia Picanto' ad by David & Goliath was the sixth-most popular ad in the UK on the Google-owned video site, behind T-Mobile, Google Chrome, Asos, VW and Listerine.

Chris Allen, head of vision at MPG Media Contacts, said: "This is a great example of multi-platform engagement, with the right audience at the right time."

‘Take Me Out’ is made by Fremantle Media-owned production company Talkback Thames.

Follow Maisie McCabe on Twitter @MaisieMcCabe


Have your say...

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Media Week Jobs
Search for more media jobs

Latest

Paddy McGuinness joins Bauer Radio for Sunday morning show

Paddy McGuinness joins Bauer Radio for Sunday morning show

Bauer Media has hired Paddy McGuinness, the host of ITV's 'Take Me Out', to present a Sunday show across its radio stations in the North of England and Scotland.

Share
Why Amazon should tread carefully in the wake of its Twitch.tv acquisition

Why Amazon should tread carefully in the wake of its Twitch.tv acquisition

Amazon pipped Google in the battle for Twitch.tv, the live streaming video platform which focuses on gaming-related content. Richard Smith, account director, business planning - intelligence, at Mindshare UK explains, explains why Amazon paid nearly $1bn for the platform.

Share
Media: Why programmatic is an opportunity, not a threat
[Sponsored feature]

Media: Why programmatic is an opportunity, not a threat

Programmatic is ripping up the advertising rule book. However, there's no need for marketers to fear, if you truly understand your brand's audience.

Share

Get news by email