CASE STUDY: Wickes and Sky Sports - Fathers Day Campaign

Provided by Sky Media
Dads down tools in celebration of the return of the Premier League on Father's Day with dynamic TV stunt.

What was the Challenge / Background of the Campaign?

To celebrate Father's Day and the return of Premier League football, Sky Media and Diagonal View helped Wickes create dynamic and reactive TV creative through a socially-driven advertising campaign broadcast on Sky Sports. The partnership, brokered by The Story Lab, not only generated over 2,200 entries in just 6 hours, but it made it into the top 5 trending hashtags that day, and brought the nation's families together during a trying and socially-distanced time.

What was the Campaign Objective?

Wickes have a strong affiliation and heritage in football, so with the highly anticipated return of beautiful game coinciding with Father's day, they were looking to create content that would drive reach, engagement and brand love, but mostly that would resonate with fans. As it was during the height of lockdown and during a time of social distancing, Wickes particularly wanted to celebrate the nation's dads and connect families virtually on a special day where families would normally spend quality time together.

What was the Solution?

In Wickes' first sports partnership with Sky Media, The #WickesStarting11 campaign was a one-day creative stunt that gave viewers that chance to gift the perfect present for any football loving Dad during the first weekend return of the Premier League. At the beginning of the three must-watch games, Jeff Sterling prompted football fans to nominate their dads via Twitter to join Wickes' Father's Day starting 11. Then, at half-time the 11 lucky fathers were included in one of three special half time ads with their names on the Wickes' 'Starting 11' branded football kit.

What were the Results?

With over 2,200 entries in just a six-hour window, sports fans and particularly fathers were treated to the ultimate public display of affection for Wickes' campaign. Conversation and interaction with Wickes' Twitter profile was trending with #WickesStarting11 within the top five hashtags during the day and the following media delivered:359 025 reach and 72 385 media views on social, 23.22 TVRs, AD ABC1 and 1.6m TV impacts across Father's Day and 432 000 digital impressions across 19-21st June 2020.

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BudgetReach & FrequencyTarget AudienceMedia Used
Contact for details23.22 TVRs, AD ABC1 & 1.6m TV impacts across Father’s Day
25 - 34
35 - 44
45 - 54
55 - 64
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
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