A new integrated ad campaign from UK national tabloid The Sun is built around the power of football to bring people together and unite the nation running under the copy line ‘Eur All Invited’.
The multi-channel campaign launched in 6 June and runs through the tournament until 11 July and spans TV, VOD, radio, digital video, display and social. The creative is themed around the sentiment of inclusiveness and togetherness and the insight that an international football tournament football brings everyone together – not only committed football fans.
It is spearheaded by a hero television commercial, which offers an element of nostalgia and comes in 60- and 30-second versions and which launched during England’s pre-tournament warm up game against Romania and which will continue to air on national television throughout the tournament.
The lead spot is supported by a suite of creative content written to respond to each stage of the tournament and to England’s fortunes in the competition. Each of these reactive executions featuring the same family and all carrying the line ‘Eur All Invited’.
20-second spots focus on different areas of The Sun’s product offering: including match analysis, goals and pullouts which will be included in the paper every day throughout the tournament, while live blogs will feature minute-by-minute coverage of every match as well as all the big stories around the games.
To drive further engagement with The Sun’s tournament coverage, a dedicated stream of TV, radio and digital activity will feature columnist and notorious manager Jose Mourinho as he promotes his own column which will run in through the tournament.
“The campaign is a heartfelt ode to football and families. By celebrating all the ways people can get involved, we want everyone to see that no-one does football like The Sun,” said The Sun’s Marketing Director David Sandall.
The campaign was conceived and developed by News UK’s dedicated agency Pulse Creative (a joint initiative between The&Partnership, m/SIX and Wunderman Thompson) taps into the pent-up excitement around the delayed Euro 2020 tournament.
Comment:
Who knew there was something about Europe that The Sun actually liked?
Although, it does, of course, give the red top yet another excuse to promote more jingoistic patriotism.
The Sun’s radio stablemate TalkSport is also running its own Euro 2020 campaign.
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