Sage to fund second series of The
Krypton Factor on ITV1
Following the success of last year’s
biggest Advertising Funded Programme deal, Sage continues its
journey to identify, explore and celebrate the qualities that make
people in business more likely to succeed
Newcastle, UK, 27th October 2009: Business
software and services provider, Sage (UK) Limited, today announced
the return of its Business Brains campaign for 2010 to test the
nation’s business skills, and the renewal of its partnershipwith
ITV to fund a second series of The Krypton Factor, which will
return to ITV1 in early 2010.
The first series, hosted by Ben Shephard in 2009, reached over
18 million viewers across its run and 500,000 enthusiasts
challenged their business IQ on http://www.trainyourbusinessbrain.com/.
“The Business Brains campaign has had an enormous impact on our
business. In less than a year, we achieved a shift in brand
perception and created a much stronger emotional connection with
our customers and business partners. With so many people asking for
the show to come back, we couldn't resist. It's a journey we
haven't finished yet,” explained Joanna Elliott, Head of Brand
Marketing at Sage.
The Krypton Factor will be made for ITV1 by
ITV Studios’ entertainment department and was commissioned by John
Kaye Cooper, ITV’s Controller of Entertainment who said: “We’re
delighted that The Krypton Factor will return to ITV1. The
partnership with Sage is an excellent model for advertiser funded
programming and, with a challenging new Assault Course, and
innovative brainteasing games in series two, the show continues to
go from strength to strength.”
Claire Horton, Controller of Entertainment at
ITV Studios said: “We’re delighted to be working with Sage for a
second series of The Krypton Factor on ITV1. We have already been
inundated with hopeful applicants who, amongst other rounds, will
have to tackle the brand new specially designed assault course.
This is going to be our biggest and best The Krypton Factor
yet.”
“We were all really pleased by the success of
The Krypton Factor this year and are excited that Sage is able to
fund a second series in 2010. In 2009 The Krypton Factor was
the first ad funded programme to establish itself as a peak time
property on terrestrial TV. Viewing figures, online results,
changes in brand tracking and a Silver Lion at Cannes are all
testament to the success of the current campaign. In 2010 our
ambition is even greater and we will continue to use branded
content at the heart of our campaign to drive broader customer
engagement,” concluded Ben Kerr, Content Director, Drum.
ENDS
For further information, please
contact:
Sam Grace
Marlin PR
sage@marlinpr.com
0207 869 8314
07950 624 849