Discovery leads the way with first post-produced product placement for Kärcher

• First product placement in the UK by post production
• Sponsorship of Discovery’s DIY programming
• Co-branded micro site created

LONDON 17 May 2011 – Discovery Networks UK has created the first product placement using post production techniques in the UK for Kärcher, the world’s largest manufacturer of cleaning machines and appliances.

Using digital insertion technology provided by MirriAd, images of Kärcher products including a DIY multi-purpose vacuum were added during post-production into the background of episodes of ‘Tommy’s Fix It Yourself’ fitting seamlessly into the editorial of the programme. The new series of the UK commission is airing on the Real Time channel during May.

Kärcher is also sponsoring Discovery’s home and property programming across a number of Discovery’s channels including Real Time, Quest, Travel&Living, Shed and DMAX. The sponsorship deal is running for 12 months. The partnership is reflected online with a bespoke microsite (www.discoveryuk.com/the-loop/karcher/) providing advice around home improvement topics and also featuring competitions and a video gallery of Kärcher’s products.

The sponsorship and product placement deal was negotiated by Jane Reynolds, Brand Solutions Manager at Discovery Networks UK; Mark Penrose, Sales & Marketing Director at Kärcher UK; Kristina McGuirk at ZenithOptimedia; and Greg Grimmer, Media Partner at HMDG.

Martin Heaton-Cooper, VP Commercial Development UK/Ireland added: “We are pleased to team up with Kärcher – their products are a perfect fit for our DIY programming and this partnership will take advantage of the continuously growing popularity of home improvement content. We’re also pleased to be the first to initiate this innovative approach to product placement and are looking forward to building on this opportunity and replicating the technique across European markets.”

Mark Penrose, Sales & Marketing Director at Kärcher UK, commented: “The partnership with the Discovery Channel is a very important part of our current plans and reflects the wide appeal of our DIY products. In working with HMDG and their partners we have found another great opportunity to get our message out to an audience of DIY lovers, and in the process be part of some fantastic pioneering product placement technology.”

For further information, please contact:

Discovery Networks UK:

Franziska Boehnke, DD: +44 (0)20 8811 3316, M: +44 (0)77 3688 63875, franziska_boehnke@discovery-europe.com

Notes to editors:

About Discovery Networks UK

In the UK, 13 channel brands reach over 3.5 million people per day. The UK is the largest market for Discovery Communications outside the US.

About Kärcher

Kärcher is the world‘s leading provider of cleaning systems, cleaning products and services for recreation, household, trade and industry. Kärcher‘s products enable their customers to solve their cleaning tasks in an economical and environmentally-friendly manner.

About ZenithOptimedia

ZenithOptimedia is part of the world’s largest media services group. Fully owned by Publicis Groupe, ZenithOptimedia offers a wide range of services, from the development of communications strategy, through executional planning, negotiation and implementation.

About HMDG

HMDG is a full service, integrated advertising agency whose major clients include Auto Trader, Superdrug, Coty and ancestry.co.uk. Founded in 2007, it is an independent agency, offering strategic consultancy, advertising, media planning and buying, digital and other communications solutions.

About MirriAd Ltd

MirriAd aims to revolutionize product placement for the digital era. MirriAd has developed an end to end solution able to digitally place brand imagery into any video on demand and at scale. MirriAd’s digital placements have been extensively researched and proven to achieve excellent results for brands whilst positively impacting production.