ITV Business is resuming a artistic contest for manufacturers promoting throughout soccer’s European championships, Euro 2020.
The competition presents a free advert slot through the closing of the match, which shall be held on Sunday 11 July this 12 months, because of the coronavirus pandemic derailing the occasion final 12 months.
The prize shall be awarded to “essentially the most emotionally participating and fulfilling spot” through the match. Adverts will be any size between 30 and 120 seconds and have to be submitted earlier than the deadline on 27 June.
Every entry shall be assessed by advert testing company System1 towards standards together with emotion, story arc, soundtrack, model recognition and characters. Viewers’ responses will be gauged prematurely through System1’s predictive advert take a look at.
The 5 highest-scoring advertisements shall be shortlisted, earlier than a analysis panel of chosen ITV viewers shall be enlisted to decide on “essentially the most appreciated commercial within the context of Euro 2020”.
The competitors is accompanied by a video starring former Arsenal ahead Ian Wright as he explains that “soccer video games aren’t simply received on the pitch”.
Wright goes on to present a “group speak” to trade members, describing the competitors as “your likelihood to be remembered endlessly on essentially the most highly effective platform of all”.
“Get on the market and present me what you bought,” Wright declares because the work involves a detailed.
“At a time when individuals are more and more seeking to TV for leisure and escapism, however when artistic effectiveness is in decline, there’s by no means been a greater or extra necessary alternative for promoting to interact and entertain viewers – this competitors is a small step to assist make that occur” Kate Waters, director of shopper technique and planning for ITV and ITV Business, stated
“System 1 is the proper analysis associate for ITV as we start our seek for the model that has the ambition, imaginative and prescient and creativity to provide an advert that shall be on the forefront of one in all this 12 months’s largest dwell sporting occasions and best cultural moments.”
Evans notes that whereas “Euro 2020 is a golden alternative for manufacturers to attain with the general public”, analysis from the model discovered that “half the advertisements on TV” don’t resonate with viewers.
Evans added: “Efficient advertisements do not simply give folks a raise, they profit the underside line. We’re over the moon to be serving to ITV reward effectiveness, new concepts and enthusiasm with this competitors.
“It is an opportunity for artistic manufacturers to showcase their work on one of the coveted phases in UK promoting. Might the most important emotions win.”
This 12 months’s Uefa Euro 2020 shall be sponsored by TikTok.