A MULTI-PLATFORM, REACTIVE CAMPAIGN DEVISED AND EXECUTED IN FOUR DAYS
On Sunday the England women’s rugby team secured their place in the World Cup final in New Zealand. On Monday morning a brief landed on my desk: “Get the nation to wake up early and watch the final this Saturday.”
I quickly put together a small team and we locked ourselves away until we had our concept: WAKE THE NEIGHBOURS. ITV was giving the nation permission to make a racket for England. By the end of Tuesday we were pitched, green lit and there was no turning back.
By Thursday our OOH executions were on display in key locations up and down the country.
On Friday night our disruptive TV promo landed on TV to an audience of about 8m people during ‘I’m a Celebrity Get Me Out of Here. For the first time ever ITV told its viewers to turn off the telly.
We sent instruments and airhorns to our much loved ITV pundits and I directed them to create noisy content for social to help boost the campaign.
We targeted sports fans with a push notification on Friday night to coincide with our TV ad. Anyone who expressed an interest received a ‘wake up call’ on Saturday morning so they didn’t miss the game.
England narrowly missed out in the final but the campaign was a huge success, smashing viewing records for women’s rugby & the time slot on ITV.
Writing, Directing, Creative Direction, Social Media