A 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 developed the 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.
We were asking the nation to be disruptive, so we had to follow our own advice.
For the first time ever on ITV, we told our viewers to turn off the telly. This TV promo broadcast to an audience of 8m during ‘I’m a Celebrity Get Me Out of Here.
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.
Rugby fans 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 smashed viewing records for women’s rugby & the time slot on ITV.
My Roles
Writing, Directing, Creative Direction, Social Media
Clients
ITV