Samsung Ads has teamed up with AAMI and IGA to launch the first integrated sponsorship of a new 24/7 pop-up Christmas Movies Channel on Samsung TV Plus Australia. Samsung TV Plus is Samsung's free ad-supported streaming TV (FAST) service. The collaboration aims to tap into the festive spirit, with research from Samsung suggesting that nearly seven in ten Australians plan to watch at least one festive movie in the lead up to Christmas Day.

As exclusive channel sponsors, AAMI and IGA will achieve maximum reach and cut-through via native home screen advertising, along with 30-second in-stream integrated video promos, sponsorship billboards and animated movie slates within the channel's non-stop stream of festive movies. The partnership is set to provide a unique opportunity for the brands to connect with audiences in a holiday-ready, contextual environment.

"It wouldn't be Christmas without the traditional festive spread and sitting back to watch your favourite Christmas movies. At IGA we offer range, ease and value for our local shoppers, from everyday essentials to hidden gems you can't get anywhere else. IGA's partnership with Samsung TV Plus' Christmas Movies Channel is a natural fit because, like our stores, all your favourite Christmas content is easy to find in one place," said Fiona Johnston, General Manager Shopper, Brand and Loyalty at Metcash.

The launch of the channel also marks the addition of movies from The Walt Disney Studios to Samsung TV Plus for the first time. Holiday classics and festive movies will be available on the 24/7 channel.

"Partnering with Samsung Ads has given us the opportunity to tap into both the joy and the chaos of the festive season. Whilst many brands look to own the build-up and excitement of Christmas, no one really talks about 'the aftermath'. The campaign focuses on real and relatable challenges Aussies face at Christmas, providing yet another reminder of why it's lucky you're with AAMI," said Toby Gill, Marketing Manager at AAMI.

"Samsung TV Plus offers brands a unique chance to bring the Christmas spirit to life. This pop-up allows brands to connect with audiences in a holiday-ready, contextual environment - featuring beloved movies and exciting new partnerships, all completely free for viewers," said Richard Wheeler, Head of Sales, Samsung Ads ANZ.