Five signs Pigsback as sponsor for backpacker drama

by Daniel Farey-Jones, Brand Republic 27-Oct-06, 11:00

LONDON - Five has secured internet reward scheme Pigsback.com as the sponsor of its new six-part drama 'Tripping Over', focusing on a group of 20-something British and Australian backpackers.

Debuting on Five on Monday at 10pm and also showing on Five Life, the programme is scripted by 'Cold Feet' writer Mike Bullen. It was co-produced by Five and Australian broadcaster Ten, and shot in London, Sydney and Bangkok.

The sponsorship was brokered by Pigsback.com's media agency Aegis-owned Feather Brooksbank and the bumpers were created by Pigsback's new creative agency Home.

Home has been tasked with rolling out a national TV, radio and online ad campaign in order to grow Pigsback's membership to more than 1m by the end of 2007.

Home has used Pigsback's mascot, Curly the pig, as the main focus of the campaign, with the strapline "You get more back with Pigsback.com".

Pigsback started life in Ireland and entered the UK market 18 months ago. It recently secured fresh investment of £2.5m from private equity company Hotbed.

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