Channel 5 has teamed up with online retailer Very.com to offer a ‘click to buy’ website based on products featured in this year’s Celebrity Big Brother reality show. The partnership with Channel 5 and its agency Carat will see Very.co.uk supply selected products for the house including home and electrical goods, branded dressing gowns and pink suitcases for the celebrity housemates.
A key element of the deal is the launch of the ‘click to buy’ page hosted on Channel5.com and Very.co.uk. This page will offer users the opportunity to buy Very.co.uk products as seen in the Big Brother house.
The deal also includes branded editorial integration, whereby housemates will be set a task which will involve interacting with Very.co.uk products.
“Very.co.uk is a perfect partner for CBB, as their core target audience is the ‘savvy’ 18-30 year old and their product range is not only designed with this target group in mind, but also fits the aspirational look and feel of the iconic Big Brother house,” commented Agostino Di Falco, partnership director at Channel 5.