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'Hollyoaks' signs Nokia product placement deal

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Hollyoaks has landed a new product placement contract with Nokia, it has been announced.

The soap will feature Nokia Lumia smartphones on screen from July in a four-month deal agreed between Nokia, Channel 4 and Hollyoaks's production company Lime Pictures.

Danny Mac as Dodger Savage - Nokia product placement

© Lime Pictures


Pictured: Danny Mac as Dodger Savage

Show bosses have confirmed that a select group of Hollyoaks characters will be seen using Nokia Lumia 800 and 710 smartphones. The phones will be integrated into storylines, demonstrating the Lumia's features in the process.

Characters will also be seen wearing Monster's Purity HD headphones, while Nokia poster adverts will appear in the village's bus stop. Additionally, two characters will be developed off screen as they tweet in their Hollyoaks personas to further promote Nokia Lumia.

Channel 4's partnership leader Rob Ramsey commented: "The Nokia Lumia phone range is a terrific fit for Hollyoaks'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."

Hollyoaks logo
Lime Pictures's head of product placement Ian Cartlidge added: "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."

Meanwhile, Nokia's head of marketing John Nichols 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."

Product placement was given the green light by Ofcom in December 2010. Hollyoaks already has a six-month deal with cosmetics and beauty company L'Oréal. Get the Inside Soap magazine on your iPhone or iPad

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