Casio brand Sheen has been shortlisted for TV Sponsorship of the Year Award with it’s The Only Way is Essex television campaign.
Sheen, Casio’s premium women’s brand, partnered with ITV2’s The Only Way is Essex in 2013 which led to a ‘sharp uplift in sales in the run up to Christmas’.
Sheen’s sponsorship of TOWIE was multi-platform including broadcast, online and mobile as well as a licensing package and product placement agreement.
The brand aimed its first television sponsorship at ‘young, fashion-conscious consumers’. It was felt that the range that includes Swarovski crystals and ‘glossy fashion’ styling was a perfect fit for the show and its own brand of Essex glamour.
The annual Sponsorship Awards recognise the best and most effective campaigns across all sectors of the sponsorship industry with winners of the 2014 awards being announced at a gala dinner on March 26.
Other shortlisted campaigns in the running for TV Sponsorship of the Year Award include Ant & Dec Bring Out The Talent at Morrisons, Big Brother – A Very Different Partnership, Anchor and food Glorious Food, Meerkovo and Meerkats Meet Coronation Street and RBS – Finding Scotland’s Real Heroes.