In the run up to the delayed EURO 2020 football tournament, Toshiba wanted to promote the brand’s range of smart TVs to football fans with families.
A key consideration was brand activity around the EUROs. With a rival TV manufacturer as a headline sponsor, we were limited in how closely we could associate with the EUROs specifically – meaning we needed an ownable creative for Toshiba and football.
One element of live viewing that had been huge at previous tournaments was fan parks – outdoor viewing areas where fans would gather to watch games. Fan parks had hit the headlines in the previous World Cup with mainstream news covering eruptions in celebrations of fans viewing.
With lockdown and restrictions in place, this wouldn’t be possible in 2021. In addition, football tickets were rarer than usual with limited numbers in stadiums and travel restrictions.
We decided to bring the fan park experience to the home and show, with Toshiba TVs, you can get the big screen fan park experience at home.
We launched a nationwide competition across Toshiba’s social channels asking football fans to nominate their friends and family to find the country’s biggest supporters. The social-led competition was designed to capture football fan’s excitement in the run up to the EUROs and drive engagement with a once in a lifetime prize.
The prize? – the ultimate back garden fan park, complete with a purpose-built bar, food truck for on-demand pizza, stadium seating to replicate the experience of being at a match, inflatable football games for the family, confetti cannons to boost the celebrations, and, of course, a big screen Toshiba smart 4K HDR TV.
To promote the competition, we created bespoke assets for each platform; Facebook, Twitter and Instagram.
Once the winner was selected, the fan park was created in the winning family’s home garden for the England vs Czech Republic group game. On the day, we attended with our in-house photographer and videographer to capture content of the family enjoying the fan park, which formed a second round of content for our channels in the form of a video showcase of the fan park.
Over 870 entries across social
Over 57,000 engagements with an 11.31% engagement rate on Twitter, and 12.46% on Facebook and Instagram in two weeks
Winners video content saw an engagement rate of over 51.45% on Twitter and a huge 92.33% on Facebook and Instagram – with over 659,000 views
The campaign was highly successful and assisted in a huge uplift in sales in terms of volume, moving up Toshiba to the no.3 TV brand in the UK.
Our campaign won GOLD at the 2021 International Content Awards!
