Nokia’s Lumia smartphones will appear in Hollyoaks as part of a new product placement deal agreed between Nokia, Channel 4 and production company Lime Pictures.

The deal marks the first product placement partnership featuring mobile phones on a UK drama. Using Hollyoaks as a platform, the partnership integrates Nokia’s Lumia smartphones into storylines to engage the show’s young audience, demonstrating the Lumia’s features. The phones will appear on screen from July.

The placement will feature a selected group of Hollyoaks characters using the Nokia Lumia 800 and 710 smartphones. An additional part of the deal will also see characters wearing Monster’s Purity HD headphones and poster ads featuring Nokia products will also be visible at the Hollyoaks village bus stop.

The partnership is across the full range of platforms on which Hollyoaks is available, including Channel 4 and E4, e4.com/hollyoaks, and on 4oD. It will also include off-screen activity to reinforce the strong links between the two brands, including a Nokia Lumia content portal on Channel4.com which will recreate the phones’ unique home screen. Additionally, two characters will be developed off-screen and will tweet as their on-screen personas.

The deal was facilitated by Nokia’s media agency Carat.

Rob Ramsey, Channel 4 partnership leader says, "The Nokia Lumia phone range is a terrific fit for Hollyoak‘s young and savvy audience and I’m delighted to be announcing this new partnership between Channel 4, Lime Pictures and Nokia. It’s the second major product placement deal we’ve agreed for Hollyoaks in 2012 and is a fantastic example of the targeted and innovative deals Channel 4 and Lime Pictures can offer across our content and platforms."

Ian Cartlidge, head of Product Placement at Lime Pictures says, "We are delighted to be working with Nokia on this exciting new deal. Lime and Channel 4 have shown that, by working together, we can provide an opportunity for brands to work across all the properties Hollyoaks has to offer within just one deal."

John Nichols, head of Marketing at Nokia UK said, "Hollyoaks is the perfect platform for Nokia to engage with younger audiences, embedding Lumia in amazing everyday storylines people can relate to. This partnership is another example of how we are pushing the Lumia brand in new innovative ways, with a human approach across multiple platforms."

Staff Reporter