Sky Media has announced a new partnership with car insurance provider, Marshmallow, specifically designed for people who have moved to the UK. The collaboration, which was planned and bought by Miroma Group’s Wake the Bear, will see Marshmallow sponsor Utsav Plus, ARY Digital and GEO TV channels.
Marking its TV sponsorship debut, Marshmallow’s campaign aims to drive brand awareness and consideration among a specific target audience. This niche group comprises of people who have recently moved to the UK, own a vehicle, and are looking for car insurance. People who move to the UK can pay up to 45% more for their car insurance than their UK-born counterparts.
Chloe Collins, Head of Marketing at Marshmallow said, “Our customers have moved here for all sorts of reasons, and many need a car to keep on moving with their lives. Too many insurers price those new to the UK as if they are new to driving. We value the driving experience they bring with them. Sponsoring these channels allows us to connect with one of our core audiences and expand our reach.”
The 10” creative will run across a mix of programming on the aforementioned channels, started on Friday 1st March 2024 and will continue until 30 April 2024. Marshmallow offers competitive quotes specifically tailored for those who are overcharged, and this campaign aims to promote that precise message to their precise target audience.
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