ClearScore ‘sponsorship campaign’ for Hollyoaks

Channel 4 Sales has partnered with ClearScore, a UK financial services marketplace, for a sponsorship campaign on soap, Hollyoaks.

The promos launch today (21 October) with ClearScore sponsorship idents across episodes of Hollyoaks on all its UK broadcast outlets including its flagship broadcast on E4. Adverts will also be shown around and during the soap opera’s content on Channel 4’s YouTube channel.

Rupinder Downie, Content Solutions Leader at Channel 4:

“Hollyoaks is a perfect example of how Channel 4 can offer brands multiple ways to reach additional and varied audiences from sponsorships to product placement. The soap tackles real-life issues in an authentic way, creating a relatable platform for ClearScore, and having sponsored three series of Married at First Sight Australia it is great to partner with them once more to tap into Hollyoaks’ fanbase.”

In addition, the brand will be integrated into the show by means of a licensing and product placement agreement. This deal was brokered by Medialab with And Rising the creative agency.

Last year the show adopted a digital-first schedule with episodes airing on YouTube at the same time as streaming and linear – plus a move to three episodes per week since last month. During the first two weeks of Hollyoaks’ new schedule, streaming views per episode are at their highest levels this year.

Meanwhile in the week when its plotlines and characters jumped forward by one year to accommodate the new schedule, views per episode were up +60% on the year to date. In addition, across 2024 there has been 3.5m global views to the saga’s full episodes on YouTube.

The partnership will feature a series of sponsorship idents starring well-known characters from the ClearScore promos, Charlie and Moose.

Marina Wong, UK Head of Marketing at ClearScore:

“We jumped at the chance to sponsor Hollyoaks, a show that resonates so well with our target audience. At ClearScore, we believe in helping people manage their financial wellbeing with insights and data, and this partnership allows us to engage viewers consistently over the coming months. Through our Charlie and Moose idents, we hope to bring a relatable, fun and informative touch to people’s viewing experience.”

Hollyoaks’ jumping permanently 12 months in its storyline is the only second time it has happened in UK soap history, with Crossroads jumping a year ahead in storylines in 2003. Last year Australian soap opera Neighbours did the same to accommodate plot development when it returned to Freevee streaming having been axed by Channel 5 / Network 10 from mainstream TV.