I wrote a total of two years worth of seasonal idents for a seven figure Homebase 'always on' sponsorship deal of food programming across the Channel 4, Good Food and 4OD network of channels. The idents highlighted the entire Homebase range over the length of the sponsorship period and proved so effective that I wrote a new set for the following year as the sponsorship was extended.

Results

Since the sponsorship began, Homebase have seen key metrics change in research from customers who have seen the idents:

- Consideration & purchase scores – 'It amplifies range re-appraisal, increases persuasion to shop'

- Message take outs are strong around, stylish, quality, ideas for the home & transformation

- Research also showed the recognition and recall of the idents exceeded the rival competitor's long running sponsorship on the same channel within weeks of being on air - achieving a score of 61 against the average of 47. In fact, the rival competitor eventually pulled their sponsorship altogether - How's that for effectiveness? 

- The idents doubled cut through with the female ABC demographic and before it was changed, we even managed a positive shift in the perception of that whistling song...

Dir. Liz Unna, Mark Chaudoir

Here's some of the press around the sponsorship.