Vauxhall Corsa Brings The Transfer Window Alive on SSN

Sky Sports News & Transfer Rumours - Dynamic Advertising Campaign

<p class="font_8"><strong>The Challenge</strong></p>
<p class="font_8"><br></p>
<p class="font_8">Over the course of the final two days of the transfer window, <a href="https://www.vauxhall.co.uk/">Vauxhall</a> wanted to capitalise on the community banter that accompanies transfer rumours by setting up fan polls between teams that were vying for a player’s signature.</p>
<p class="font_8"><br></p>
<p class="font_8">We developed a&nbsp;Dynamic Advertising Campaigns that included creating calls to action for viewers of <a href="https://www.skysports.com/">Sky Sports News</a> which would allow them to vote on live transfer rumours, and in return, everyone who voted was sent a personal reply tweet from the <a href="https://twitter.com/vauxhall">Vauxhall Twitter</a> account confirming the result and directing them to learn more about the <a href="https://www.vauxhall.co.uk/">Vauxhall Corsa</a> range.</p>
<p class="font_8"><br></p>
<p class="font_8"><strong>How we did it</strong></p>
<p class="font_8"><br></p>
<p class="font_8">Each club in the <a href="https://www.premierleague.com/">Premier League</a> was designated a unique hashtag based on their team colours. This was &nbsp;also tied into the available Corsa car colours that are available, for example, Manchester United would be <strong>#CorsaRed</strong>.</p>
<p class="font_8"><br></p>
<p class="font_8">Working in &nbsp;conjunction with creative partners Diagonal View and Sky Sports News, &nbsp;rumours were picked based on a criteria of two Premier League teams &nbsp;campaigning for the signature and such is the nature of the ebb and flow &nbsp;of the window we gave Vauxhall the ability to make late decisions, &nbsp;minutes before playout, on which rumour would be used in their TV ads.</p>
<p class="font_8"><br></p>
<p class="font_8"><strong>We had three ad creatives set up in the Sky Playout ready to push live:</strong></p>
<ul class="font_8">
<li><p class="font_8">One call to action</p></li>
<li><p class="font_8">One final reveal</p></li>
<li><p class="font_8">One back-up for both live ads should there be an issue or there were no available rumours to run</p></li>
</ul>
<p class="font_8"><strong>The Results</strong></p>
<p class="font_8"><br></p>
<p class="font_8">The voting windows were short, with the final rumour being decided &nbsp;minutes before activating and delivering the data to Sky Playout with an &nbsp;accompanying CTA tweet being shared by the Sky Sports News Twitter &nbsp;account. The public then had 15 minutes to vote before the result was unveiled live in the next ad break. There were two live votes; one on the 30th of January and one on the 31st in 2019.</p>
<p class="font_8"><br></p>
<p class="font_8">For each live ad, we gave an immediate result which triggered a reveal live &nbsp;15 minutes later. Every unique vote that we received from the public &nbsp;also triggered a personal reply tweet from the official Vauxhall Twitter &nbsp;account to confirm the result.</p>
<p class="font_8"><br></p>
<p class="font_8">The replies had branded video attached and a call to action to visit the Vauxhall Corsa range online.</p>

<p class="font_8"><strong>The Challenge</strong></p>
<p class="font_8"><br></p>
<p class="font_8">Over the course of the final two days of the transfer window, <a href="https://www.vauxhall.co.uk/">Vauxhall</a> wanted to capitalise on the community banter that accompanies transfer rumours by setting up fan polls between teams that were vying for a player’s signature.</p>
<p class="font_8"><br></p>
<p class="font_8">We developed a&nbsp;Dynamic Advertising Campaigns that included creating calls to action for viewers of <a href="https://www.skysports.com/">Sky Sports News</a> which would allow them to vote on live transfer rumours, and in return, everyone who voted was sent a personal reply tweet from the <a href="https://twitter.com/vauxhall">Vauxhall Twitter</a> account confirming the result and directing them to learn more about the <a href="https://www.vauxhall.co.uk/">Vauxhall Corsa</a> range.</p>
<p class="font_8"><br></p>
<p class="font_8"><strong>How we did it</strong></p>
<p class="font_8"><br></p>
<p class="font_8">Each club in the <a href="https://www.premierleague.com/">Premier League</a> was designated a unique hashtag based on their team colours. This was &nbsp;also tied into the available Corsa car colours that are available, for example, Manchester United would be <strong>#CorsaRed</strong>.</p>
<p class="font_8"><br></p>
<p class="font_8">Working in &nbsp;conjunction with creative partners Diagonal View and Sky Sports News, &nbsp;rumours were picked based on a criteria of two Premier League teams &nbsp;campaigning for the signature and such is the nature of the ebb and flow &nbsp;of the window we gave Vauxhall the ability to make late decisions, &nbsp;minutes before playout, on which rumour would be used in their TV ads.</p>
<p class="font_8"><br></p>
<p class="font_8"><strong>We had three ad creatives set up in the Sky Playout ready to push live:</strong></p>
<ul class="font_8">
<li><p class="font_8">One call to action</p></li>
<li><p class="font_8">One final reveal</p></li>
<li><p class="font_8">One back-up for both live ads should there be an issue or there were no available rumours to run</p></li>
</ul>
<p class="font_8"><strong>The Results</strong></p>
<p class="font_8"><br></p>
<p class="font_8">The voting windows were short, with the final rumour being decided &nbsp;minutes before activating and delivering the data to Sky Playout with an &nbsp;accompanying CTA tweet being shared by the Sky Sports News Twitter &nbsp;account. The public then had 15 minutes to vote before the result was unveiled live in the next ad break. There were two live votes; one on the 30th of January and one on the 31st in 2019.</p>
<p class="font_8"><br></p>
<p class="font_8">For each live ad, we gave an immediate result which triggered a reveal live &nbsp;15 minutes later. Every unique vote that we received from the public &nbsp;also triggered a personal reply tweet from the official Vauxhall Twitter &nbsp;account to confirm the result.</p>
<p class="font_8"><br></p>
<p class="font_8">The replies had branded video attached and a call to action to visit the Vauxhall Corsa range online.</p>

Vauxhall Dynamic Advertising Campaign

Sky Sports News & Transfer Rumours - Dynamic Advertising Campaign