When rebrands go wrong

(And how to avoid the pitfalls)

TalkTalk to sponsor The X Factor

TalkTalk has signed up to become the official sponsor of ITV’s reality programme, The X Factor, taking over from parent company The Carphone Warehouse.

TalkTalk X Factor

The move follows the integration of Tiscali UK into TalkTalk, the broadband business, after The Carphone Warehouse acquired the former for £236m.

TalkTalk will use its sponsorship of the entertainment show to push its positioning of being the “brighter phone and broadband company”.

TalkTalk is also giving viewers the chance to become “bright stars” by creating their own light graffiti “bright-dance”, which could appear on prime time TV during The X Factor idents. Budding stars can visit a new section on the TalkTalk website to record their entries.

Last month it launched a new ad campaign, created by CHI & Partners, around this positioning. The ads feature words and images created by “light graffiti” set against night-time backdrops across Britain.

The combined TalkTalk Group now has over four million customers, making it the biggest residential broadband company in the UK.

The on and off-air sponsorship package, which includes broadcasts on ITV1 and ITV2, as well as sponsorship of the The X Factor website, begins at the show launch later on in the summer.

Readers' comments (1)

  • What is the music used in the Talk Talk's sponsorship of the X factor when the programme starts, finish or go into commercial breaks? Please someone tell me...I have searched so far without success.

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