Media placement and creative execution worked harmoniously to enhance the campaign’s impact. The TV ads were only shown in England games and ran last in break in order to connect with the viewer at the optimum moment. Going one step further, our TV spots appeared with one key difference – using new technology we typed the latest scores and motivational messages on the end frame – Live! This enhanced immediacy and relevance and built further empathy with our audience.

The campaign worked on all levels. Seven perfectly placed spots delivered 43% of ABC1 men in London. The final was shown to 2,000 cheering fans at the Odeon Leicester Square beating Odeon’s previous non-movie best (and this was at 9am). From a sales perspective London Pride achieved its highest ever sales and brand share.