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Case Study - Volvo sponsorship of ER on Channel 4

Provided by Channel 4 Television
Volvo sponsored Channel 4 and E4's airings of E4 to reach 20-34 yr old adults and communicate Volvo's strong brand personality.

Tell us about the Opportunity / What is it?

From using the on-air credits to promote specific models, the sponsorship was developed to communicate the strong brand personality that Volvo shares with the popular US medical drama - safety, reliability and familiarity. In one of Channel 4's first ever cross-platform deals, Volvo has sponsored ER on both Channel 4 and E4.

What is the Marketing Objective?

Give brand attitude.

How does it work?

As official sponsor of ER, Volvo were given bumper ads on either side of commercial breaks, as well as brand logo on all ER promotional ads and posters. Sponsorship of ER has proven itself as an extremely effective communications tool for building brand awareness and consideration for Volvo.

Who's used it in the past?

Please visit for further information.

Features / Benefits

Volvo's continuing sponsorship of ER demonstrates the clear benefits of a long-term association and shows how powerfully programme sponsorship can communicate a brand's values and personality. Viewers were significantly more likely to consider purchasing a Volvo the next time they buy a new car than non-viewers. Propensity to purchase a Volvo amongst viewers of ER has more than doubled year on year - 12% in 2001 to 32% in 2002.

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