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ITV: Saturday Night Takeaway Launch Campaign
Project type
Online Campaign
Role
Social Lead
Date
2018
The creative thread that ran through the Saturday Night Takeaway campaign was "The Indescribable Saturday Night Takeaway"
The on air idea was to use graphical overlay of words on extraordinary scenes to describe key parts of the show.
We took that thread into the social campaign and the only thing there was for it was to create "ITV's Longest Ever Hashtag" But.... we didn't want to create it ourselves, we wanted the fans to do it with us.
This was important to us as Saturday Night Takeaway is built on the premise that it's not just about Ant and Dec, it's about their audience and they involve them right the way through the show. We were now going to involve them in the social campaign.
Campaign Case Study