Proud to Present: Independence Day Resurgence

Challenge

As movies are in an increasingly loud and competitive marketplace, all striving for consumers’ attention, our challenge was to see how ITV could help 20th Century Fox to make sure their return to the action-packed blockbuster Independence Day: Resurgence, stood out from the crowd.

Insight

For a film aimed at predominantly ABC1 Men, what better place to launch the movie than during the biggest footballing tournament of the year, EURO 2016. We had found the perfect match!

Idea

This idea all began when the topic of Euro '96 came up in an idea session with the client in October 2015, arguably one of the most memorable championships to date for host-nation England, which is celebrating its 20th Anniversary this year. 20 years also marks the year the disaster movie genre was redefined by Independence Day.

Implementation

Using ITV pundit Ian Wright to introduce a special ad break and provide further context to the football, #Resurgence trended on Twitter during match and sentiment was positive as football lovers enjoyed the link between the two great battles.

The Proud to Present ad break sees former England players David Seaman, Terry Venables & Darren Anderton reminiscing, making the viewers at home think they're talking about the semi-final of Euro 96, however it transpires they're actually talking about the movie event of that summer - Independence Day: Resurgence. Teased in the opening match of the night before, the tension really built to see the reveal on the Saturday night match.

Results