Currys PC World Releases New Euros Campaign in a Bid to Get Customers 4K Ready

Currys PC World, the UK’s largest electrical retailer, has unveiled five new TV adverts, alongside a unique Sky Media partnership to promote its latest Euros TV campaign, preparing fans for the summer of sport.

The Sky Media partnership launches on 15^th May with two exclusive TV adverts, licensed by Sky Sports and BT Sport, called ‘The team behind the team’, which aims to highlight the expertise and dedication of Currys’ colleagues. The creative features footballing pundits and ex-players Jimmy Bullard (Sky Sports) and Jermaine Jenas (BT Sport) getting ready for “the big game” with a Currys PC World store colleague, as they discuss the importance of expert guidance in shaping performance.

Each version of the partnership’s TV creative will be introduced and endorsed by Sky Sports and BT Sport before airing across the respective Linear TV channel during Sky Media’s big summer of sport including Premier League, UEFA Champions League and the Emirates FA Cup. Using Sky Media’s addressable TV technology AdSmart, it will also target men aged between 18 and 54 who are keen tech adopters. Further integrating the partnership, Broadcaster VoD and Sky AdVance will be used to extend and retarget the campaign’s TV reach across and beyond Sky’s digital portfolio, driving audiences to a dedicated hub for the Currys promotion.

Football fans can also see Jimmy Bullard host a four-part series across Sky Sports Social Media. Jimmy will interview and go head-to-head in challenges with iconic footballers, including Joleon Lescott (England), Emile Heskey (England), Alan Hutton (Scotland) and Joe Ledley (Wales).

As well as the ads with famous sporting stars, the retailer has also created three 30-second TV ads for the campaign which puts tech to the ultimate test with British comedian and actress Ellie Taylor. She showcases just how incredible the tech is at Currys PC World and how a LG, Sony or Samsung TV can enhance the customer’s experience when watching sport this summer.

Broadcasting across a mix of TV channels throughout May and June, all five new TV adverts feature Reiha, a tech expert from Currys PC World in Newcastle, focussing on the importance of sound, reflections on screen and picture quality. The TVs are put through their paces with some genuine tech testing; including blindfolding a goalkeeper to test whether the sound really is directional. Each advert ends by promoting an amazing offer whereby 1 in 20 customers can get their money back on their TV.

Corin Mills, Head of Brand, Comms and Planning at Currys PC World: “This is new territory for Currys PC World, and a big step change from our approach to media and TV creative. The partnership with Sky brings a highly targeted, football rich multi-asset campaign that allows us to unify social, TV and our audiences in a fluid and exciting way.”

He continues: “Our ultimate test TV adverts are all about our amazing colleagues providing expert advice – with a little bit of added fun for viewers. There’s so much more to buying a TV than just picking one of the shelves, which is why we didn’t just do one or two adverts, but rather a mini-series to help show how our experts can help customers pick the right TV for them and their lifestyle.

It’s also been great to work with some amazing sporting talent that we know our shoppers will love, including Jermain Jenas and Jimmy Bullard, as well as comedian Ellie Taylor, who have all really helped us bring the campaign to life.”

Steve Corley, Chief Commercial Officer at Spark Foundry: “The partnership marks a significant acceleration of Currys PC World’s media strategy. We’ve moved away from our usual price point promotion to create an integrated, data-led partnership across Sky and BT Sports; channels synonymous with sporting events such as the Euros. For the first time, we are harnessing high-profile sports talent to amplify the expertise of Currys’ employees with ‘the team behind the team’ message and have utilised new elements of personalisation, such as Dynamic video, to drive relevance and cut-through.”

Sarah Jones, Director of Planning at Sky Media said, “Sky Media is truly the home of sport with Sky Sports and our partners at BT Sport and we’re delighted to make it the home of Currys’ summer of sport campaign this year. This fully integrated partnership is a really fun idea to get people excited about returning to Currys PC stores and football stadia in the near future. In the meantime, the Currys staff and our football talent will make sure fans are equipped with the best viewing tech for match days.”

The adverts were developed and produced by AMV BBDO and the Currys PC World’s team, alongside media partners Spark Foundry who worked with Sky Media to develop the Sky Sports and BT Sport partnerships.

You can view the adverts here:

Currys PC World x Sky Media partnership | Jimmy Bullard and Jermaine Jenas

https://f.io/mXgH-fK7

Currys PC World | Samsung Neo QLED | Ellie Taylor

https://www.youtube.com/watch?v=-T9xHSJ4wLw

Thatchers Gold Sponsors Gallagher Premiership Rugby on BT Sport

Thatchers Cider has sealed a deal with BT Sport that sees Thatchers Gold become the broadcast sponsor of the Gallagher Premiership Rugby on BT Sport for 2021

Starting from Friday 16th April, during the Northampton Saints vs London Irish match, the Thatchers Gold sponsorship featured a 15sec opener, 10sec closer and 8 x 5sec ads per live match.

Martin Thatcher, fourth generation cider maker, explains, “Our delicious, refreshing Thatchers Gold Cider is at the heart of this sponsorship showcasing the perfection in every drop that makes it so special, blended with all the drama and excitement from a rugby game.”

During this season Thatchers Gold will feature during 25 live matches until the 26th June, shown live on BT Sport 1, 2 & 3.

The sponsorship will also feature during the popular rugby highlight talk shows, Rugby Tonight and  Rugby Tonight on Tour.

Martin continues, “We’re delighted to have the opportunity to align with BT Sport’s Gallagher Premiership Rugby tournament this season. This is a premium sport association, ensuring Thatchers Gold is front of mind for all the tournament’s passionate supporters.”

Jeremy Rosenberg, Account Director, BT Sport Partnerships said, “We are delighted that Thatcher’s are sponsoring the Gallagher Premiership Rugby, for the reminder of the season on BT Sport.  This is a great fit and provides a refreshing link with the creative execution.”

Thatchers Gold is the number one choice for drinkers willing to pay that little bit extra for quality. It has highest rate of sale of any draught apple cider in the on-trade, and in the off trade, the brand has added more value growth to the category than any other cider brand for the second year running, with value sales growing by +61.6% (IRI 52 w/e 27 February 2021).

Heycar Brings The Feelgood To Football With BT Sport FA Cup Partnership

Online car marketplace heycar is accelerating its awareness drive by becoming the official broadcast sponsor of this season’s Emirates FA Cup on BT Sport

The exclusive deal – brokered by Sky Media and PHD – will see the brand seek to further embed its ‘feelgood’ positioning among the millions of passionate football fans who tune in to support their teams in the game’s oldest and most cherished competition.

The partnership will see heycar sponsor all of BT Sport’s FA Cup broadcast coverage as well as live streams across App and online.

It is supported by an integrated campaign spanning media and digital that aims to bring the romance of the FA Cup to life despite fans not being able to be there in person.

The activity launches with this weekend’s fourth round action.

In a media first – heycar will unveil a giant 45m x 5m banner outside Wycombe Wanderers’ Adams Park home ground for their mouth-watering clash with Spurs on Monday night. heycar branding will also feature on perimeter boards and broadcast idents.

The creative – designed by Atomic – will consist of three separate heycar FA Cup executions featured across broadcast. Over the course of the activity, there will be amplification across social media and PR that will be handled by integrated agency Democracy.

This will include a PR-driven story-telling campaign and digital campaign where fans are invited to vote for the ultimate footy chant.

Tracy Woods, Chief Marketing Officer at heycar, said: “There is something uniquely special about the FA Cup.

“The passion, the drama, the upsets, the plucky underdogs going for glory against the giants of the game all combine to make it unmissable viewing for every fan.

“While the nation remains in lockdown, it offers some much-needed real feelgood moments – which fit perfectly with the heycar brand.

“Our partners at PHD, Sky, Atomic and Democracy have proved to be a winning team as we embark on this exciting journey with BT Sport to drive awareness for the brand within this core target segment.”

Jeremy Rosenberg, Account Director of Advertising Partnerships at BT Sport, said: “We are delighted to have heycar become the broadcast sponsor of the Emirates FA Cup on BT Sport and to bring the fun and passion into such a historic competition.”

Sarah Jones, Director of Planning at Sky Media, said: “We are excited to join heycar on their first-ever journey with TV sponsorship. With our partners at BT Sport, we have truly become the home of sport and the FA Cup is the perfect platform for them to experience the halo effect and brand building power of broadcast sponsorship.”

heycar launched in 2019 with a determination to raise the bar in the used car industry. Buyers can browse and find their next car with ease from more than 90,000 vehicles on the site from 3,400 UK dealerships.

All cars are under eight years old, have less than 100,000 miles on the clock and all used cars come with a warranty and 10-day money back guarantee for complete peace of mind. www.heycar.co.uk

BT Sport is the place to watch all the Emirates FA Cup action this season, with more live coverage and highlights than anywhere else, from the opening rounds right through to the final.

Just Eat Announces New BT Sport Sponsorship Bumpers With The Help Of Footballing Legends

The food delivery app brings half time joy to Premier League and UEFA Europa League games

Food delivery platform Just Eat has announced new half time sponsorship bumpers as part of its ongoing sponsorship of the Premier League and UEFA Europa League games airing on BT Sport for the remainder of the 2020/21 season.

Just Eat has offered a host of famous football faces and BT Sport pundits the opportunity to try their hand at delivering food orders in a set of tongue in cheek TV idents- including former England internationals Peter Crouch, Joe Cole, Karen Carney, Jermaine Jenas, and Joleon Lescott alongside BT Sport hosts Jake Humphrey and Lynsey Hipgrave. The ex-England favourites were also joined by football hardmen Chris Sutton and Martin Keown whilst former Leicester City player Robbie Savage will also be joining the mix.

The collective of British footballing talent can be seen training for their new roles as Just Eat delivery drivers as they attempt to get to grips with making deliveries, resulting in a hilarious set of mishaps, suggesting they might be better off sticking to their day job and leaving it to the real delivery experts.

Andrew Kenny, UK Managing Director at Just Eat said; “Just Eat’s sponsorship of the Premier League and UEFA Europa League on BT Sport this season gives us the chance to deliver excitement to football fans across the UK, as well as delivering a bit of fun by giving the BT Sport team a taste of what it really takes for the perfect delivery. We know that football and food go hand-in-hand and we are thrilled to be able to connect these passions once again.”

Jeremy Rosenberg, Account Director, Advertising Partnerships BT Sport said; “We are delighted that through our work with Sky Media, Just Eat has extended its broadcast sponsorship for Season 20/21, across BT Sport coverage of the Premier League and UEFA Europa League and in addition awarding BT Creative the opportunity to produce the bumpers featuring our BT Sport team.”

Football fans will be able to catch the first Just Eat sponsorship bumpers on Thursday 3rd December on BT Sport’s UEFA Europa League coverage.

The sponsorship was brokered by Sky Media and bumpers were created by the BT Creative team.

Sky Media to Sell BT Sport Advertising Inventory

Sky Media will now sell advertisements and sponsorship for BT Sport.

BT and Sky have agreed a new multi-year partnership that broadens and deepens their strong commercial relationship. Sky Media, the advertising sales arm of Sky, will now sell advertisements and sponsorship across all BT Sport channels in the UK.

Following a competitive tender process, BT Sport have awarded their advertising sales contract to Sky Media, who will replace Channel 4. The agreement means that Sky Media will exclusively sell advertisements and sponsorship across both residential and commercial feeds of all BT Sport channels in the UK as well as the BT Sport app and website.

Sky Media currently represents all of Sky’s channels and also sells on behalf of a range of major broadcasters and channels including Channel 5, Viacom and Discovery.

Andy Haworth, Managing Director, BT Sport said, “Channel 4 have been a great partner who have been with us since launch and have helped us become the established business we are today. I would like to thank them for all of their hard work and support.”

“We are excited to be forging a new partnership with the Sky Media team, whose expertise in the sport market stood out, we are excited about the new opportunities this will bring and look forward to working together.”

Patrick Behar, Chief Business Officer, Sky said: “This new agreement between BT Sport and Sky Media is just another step forward in deepening the longstanding partnership between BT and Sky. From rolling out our world-class entertainment on BT TV through our NOW TV service, and reaching a deal to offer both parties’ sports offerings in one place earlier this year, our relationship is going from strength to strength. This latest agreement is another perfect fit for both of us and it will mean Sky Media can offer clients all the best sports advertising available in the UK, in one place.”

This deal follows the content deal agreed between the two media firms in 2017, which allowed Sky customers to add BT Sport to their Sky subscriptions and BT TV customers to access NOW TV content on their set-top boxes for the first time, earlier this year.