FX Star

CHI&Partners / TalkTalk


TalkTalk’s sponsorship of the 2016 X Factor was their most successful ever. Against a difficult backdrop for the brand, it directly produced a 29% uplift in positive opinion amongst viewers, helping to change the conversation about TalkTalk.

Delivered through an integrated cross channel campaign, at the heart of which was an app (Android and iOS) that was downloaded over 215,000 times and used more than 2 million times, allowing X Factor viewers to create over 1.6 million videos. Talktalk wasn’t just badging a popular show, but providing fans an extra channel of engagement with the show they love. 


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