Screwfix Euros activity hits the target.
With their long-standing sponsorship of EFL coverage, the Screwfix brand has become synonymous with football. And with good reason - because their target audience eat, drink and sleep the beautiful game.
Due to the global pandemic, the European Championships is the first major summer tournament for three years. Our challenge was to ensure that Screwfix were part of the action and build that football association even further.
Screwfix not being official sponsors of the event, meant we had to be extra-nimble, almost Raheem Sterling-esque to generate engagement across social media.
We went for the classic two-pronged strike partnership approach.
Screwfix’ audience pride themselves on their football knowledge, so on each match day we published a Guess the Player challenge. Using only emojis as clues, the audience were urged to comment to enter and be in with a chance of winning a gift card.
To keep Screwfix in the conversation during England, Scotland and Wales games, we provided live match coverage through reactive tweets. Each offering featured a tongue-in-cheek take on the action that related back to a product available at Screwfix.
The activity has proved to be a winner, with over 10,000 likes and 15,000 comments across all channels.
Back of the net!
Creative Director: Ravi Beeharry & Andy Mancuso
Creatives: Luke Gray & Tom Carr
Producer: Rosie Greig
Client Director: Kimberley Barnacle