ClearScore has tied the knot with E4 and All4’s Married at First Sight Australia (MAFSA) in a sponsorship deal brokered by Medialab and Channel 4’s commercial arm 4Sales.
The Australian variant of the car crash dating concept is set to debut on February 21, with viewers presented with eight individual idents promoting the credit specialist at key moments, such as the proposal, first dance and inevitable break up.
The short bumper clips seek to bring ’certainty’ to marriage with a stranger by promoting the ClearScore Sure brand platform for people wishing to manage and access credit.
A variety of brides, grooms and guests for whom doubt is an alien concept are depicted, illustrated by someone bringing along a vase to catch flowers during the customary bouquet toss to an over-eager future husband hollering ’I do’ while still halfway down the aisle – all to communicate the benefit of feeling ’ClearScore sure’.
Jacqui Grimsey-Jones, UK marketing director at ClearScore, adds “Being ‘ClearScore sure’ means having complete confidence that you are making the right decision, something that the couples in Married at First Sight grapple with. So it’s incredibly exciting to partner with Channel 4 and sponsor this iconic show. We hope that we can give viewers the tools they need to add some certainty to their lives when it comes to their credit choices.”
The campaign was created by advertising agency Creature and produced by Burning Reel and follows the launch of a bespoke campaign to mark the launch of the last UK version of the hit show.
Steve Dodd, creative director at Creature, adds: “Certainty is in short supply when it comes to our #MAFSA cousins from down under, so it was great to work with the ClearScore team to create plenty of moments when people are ’ClearScore sure’ about a wedding this side of the equator.”