Following the success of its integrated marketing campaign with ITV’s Britain’s Got Talent earlier this year, DFS is once again set to return to ITV’s Saturday night line-up, in a new partnership with The Voice UK.
The popular singing competition kicks off again on 22 August at 7pm on ITV1 and will be available to stream on ITVX. The 14th season will see a new set of talented, hopeful singers, and refreshed coaches line-up. Audiences can expect to see DFS woven into The Voice UK across TV, BVOD, digital and The Voice UK social channels, with content that brings DFS’s ‘What’s your thing?’ proposition to life.
DFS’s 10” contextual TVC will mirror the show’s blind audition format, in which contestants sing a well-known song in their own way to compete for a spot on a coach’s team. Here, DFS’s San Antonio sofa will be placed in the heart of the action, ‘auditioning’ for the coaches, before seeing the famous spinning chairs turn round.
Bespoke DFS sofas will once again appear in the backstage area, where contestants will be invited to take a seat with much-loved social media personality and presenter Charley Marlowe. Charley will host informal interviews which will bring to life DFS’s brand proposition, ‘What’s your thing?’, with a series of questions and games designed to reveal what makes each contestant unique. From their personality traits and passions, to their quirks and sense of style, these on the sofa moments are designed to give fans a fresh perspective on each contestant beyond the stage, and once again, place them in the heart of the Saturday night action with DFS.
The content featuring Charley and contestants will form a series of entertaining, shareable videos, which will be seeded across Instagram, Facebook, Tiktok and YouTube, as well as DFS channels.
DFS will amplify the partnership throughout the series running 22 August to 31 October via the DFS website, in-store and CRM channels, and followers will also be given the chance to win £2,500 to spend on the perfect furniture for their ‘thing’ from DFS.
Speaking on the partnership, James Brewer, marketing director at DFS, says: “It’s great to be partnering with ITV once again to put DFS at the heart of Saturday night television, through one of the nation’s favourite shows. The sofa is the ultimate Saturday-night-in destination, and something we know families look forward to enjoying together, so this partnership allows us to continue being part of those special moments. Our ‘What’s Your Thing?’ proposition is all about celebrating individuality and giving people the confidence to express their unique personality, which makes The Voice UK a great fit. We look forward to giving viewers the chance to get to know the personalities behind the voices and to celebrate the individual passions and tastes that make each of us unique – whether you’re taking to the stage, or taking your seat on the sofa.”
Bhavit Chandari, director of BE Studio at ITV, added: “We are delighted to team up with DFS for the upcoming series of The Voice UK. By incorporating the spirit of the show into our ad breaks and seamlessly integrating the brand into the action, we’ve created a partnership that feels like a natural fit for Saturday night TV. It’s a prime example of how BE Studio collaborates with brands to deliver creative, engaging storytelling that truly resonates with our audience.”
