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AMV BBDO storm the English Channel with Mars for Euro 2016

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Mars, an official FA sponsor since 2009, is launching a new multi-channel campaign set to galvanise the nation’s support of the England football team ahead of Euro 2016.

The new #Believe campaign coincides with the brand’s display of support on pack and is backed by a media investment of over £5 million which will see it run across TV, cinema, radio and digital in the build up to, and throughout, the biggest football competition of the year. Kicking off the campaign this week is the premiere of a blockbuster 60 second TV advert, starring three of England’s most talked about football stars of the season, including Harry Kane, Jamie Vardy and Danny Welbeck.

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Through our multi-channelled campaign we hope we can give the England football team the extra edge they need to go all the way in France”

The new creative from AMV BBDO will air for at least six weeks, and sees hordes of quintessentially British football fans (complete with John Motson lookalikes, a pack of corgis, and knights in shining armour) crossing the English Channel to get to France and cheer on England’s national team. The spot was written by Michael Hughes and art directed by Dalatando Almeida. Sam Brown directed the ad through Rogue Films, while MediaCom handled the media planning and buying. Mars will also call on the public to submit “Singing Selfies,” which are exactly what they sound like, namely clips of fans singing the lyrics to an England song and sharing it online using the campaign hashtag #Believe. Highlighting to the fans the impact their support can have on the players, Kane and Vardy will also feature in a series of three short clips which will be seeded out via Twitter and drive home the call to action.

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Building the online momentum further, the call for singing selfies will also be supported by influencers from digital football channel Ball Street, who will post their own renditions on the site’s YouTube channels, while a partnership with Talksport will also encourage listeners to submit their singing selfies. The campaign for Singing Selfies will culminate on the same day as England’s first game of the Euro 2016 tournament (June 11) when Mars will release a film featuring with all of the selfies amalgamated together as a unique and oddly personal message of support to the players.

There's a potential audience of 15.3 million UK football fans predicted to be on Twitter at any one time during a Euro 2016 game”

Greg Kent, Mars Brand Manager, said of the campaign: “International football tournaments ignite the passion of England fans like no other sporting event. Up to 20 million people are set to watch each match at Euro 2016 with a potential audience of 15.3 million UK football fans predicted to be on Twitter at any one time during a game. As we all know, the twelfth man can make all the difference in football, and through our multi-channelled campaign we hope we can give the England football team the extra edge they need to go all the way in France!”

The film and Singing Selfies activation is just the latest aspect of the brand's #Believe campaign, which kicked off earlier this year with the unveiling of new limited edition packaging in support of the England football team. It's all part of a £4.1 million investment that Mars plan to use to double down on the building enthusiasm behind the Euro 2016 tournament. The campaign is also being supported heavily on social media and retailers will be able to capitalise on the campaign using a variety of POS solutions ahead of what Mars is predicting will be the biggest snacking event of 2016!

Mars Bar #BELIEVE

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