Client ·········ITV
Campaign ········· Fight For Your Attention
Year ······ 2021
Role ······· Senior Creative Strategist

the brief

With young people turning away from traditional entertainment platforms, ITV needed an experience that stood out, drive the modernity of the brand and get people excited about all of the great content that sits on the ITV Hub - all while building awareness of their new brand platform for 2021, ‘Drama vs Reality’.

the execution
A one-off live streamhosted by the voice of Love Island and Twitch streamer, Iain Stirling. The event featured popular Twitch influencers battling for their team through custom branded challenges based around key ITV programming. Declaring their loyalty to #TeamReality or #TeamDrama, our Gen Z audience were immersed in the event through authentic conversations and talent interaction.

The talent shared their favourite shows and why they’re ‘Team Reality’ or ‘Team Drama’, the teams took part in a variety of TV-themed gaming challenges. These included ‘An act of True Crime’ where gamers must successfully pull off the perfect heist (Monaco: What’s Yours is Mine), to ‘I’m a Celebrity...get me out of here’ obstacle courses (Fall Guys) to ‘Race to Love Island’ (Forza 4). 

We drove excitement for upcoming shows by asking the audience what they’d like to unlock and watch. Ahead of two of the challenges, viewers were able to unlock exclusive content through voting mechanics.

The experience was one that Twitch’s audience will remember, with over 118,000 viewers during the live stream and 16,000 clicks to ITV Hub, we reached an engaged audience and increased genuine interest within the Drama and Reality content on ITV Hub.

Twitch’s research confirmed this success, with a huge 20% increase in unaided brand awareness for ITV Hub and a 33% increase in association of the Drama Vs. Reality message from the campaign. Proving that we were able to drive modernity and consideration for ITV.