Challenge
The Queen’s 90th birthday was a huge opportunity for ITV to celebrate with an evening’s live entertainment – and we saw a unique chance to help advertisers celebrate along with the nation. Our broadcast of the Queen’s 90th live gala at Windsor Castle, in the presence of Her Majesty, was a spectacular event, which called for something truly special to bring brands to the party.
Insight
From New Year fireworks to royal weddings and Jubilees, the British public love to celebrate national events in the heart of their community. They bring family and friends together, and connect complete strangers from all walks of life. We needed to bring together some of the UK's most iconic brands and unite them with ITV's talent family in a celebration of Her Majesty.
Idea
We planned a joy-filled street party to mingle some of our most-loved talent with the nation's biggest brands, allowing them to connect with each other and interact in new ways. We'd host the party on Corrie's legendary cobbles - the heart of our community. We took our idea out to media agencies and selected clients across the country, and the response was overwhelmingly positive. We eventually connected with 10 brands who would receive the royal treatment: Hovis, Walkers, McCain, Ribena, Cadbury's Milk Tray, Dr. Oetker, Plenty, Interflora, Admiral Insurance and Mr. Kipling.
This is a hugely complex, ambitious project providing a great way for our commercial partners to come together to mark the Queen’s 90th birthday. It’s another example of the real opportunities for advertisers to work with ITV to create stand-out creative and impact for their brands. We continue to innovate in our airtime and are delighted to have delivered a true media first to mark this amazing occasion. This is a brilliant demonstration of what our ITV AdVentures proposition can deliver for brand partners.Simon Daglish, ITV Commercial’s Deputy Managing Director
Statistics
41% of viewers could recall 7+ brands unprompted
65%
Unprompted awareness
78% 78% could recall 4+ brands
71% of viewers agreed that it was ‘thoroughly enjoyable’
Generating creative solutions for 11 distinct brands into a single commercial with one narrative was a huge creative and account management challenge. We are delighted with the results, which show what’s possible when ITV marries its creative capability with its commercial expertise.Victoria Findlay, Head of Campaign Management, ITV Creative
