ITV 2013 case studies - celebrating 12 months of TV

ITV partnerships: 2013 case studies
Case studies

Television enjoyed 12 months of WOW and defied the glum prophecies of a year in the shadow of London 2012. Audiences were in rude health, investment by advertisers grew, innovation reached new heights, and we saw some of the most creative brand partnerships ever. 2013 saw ITV's exciting new brand rollout everywhere - on a single day - in January.

They were voted Channel of the Year at the Edinburgh Festival, and the commercial award season was very kind to them with seven Media Week Gold wins including Brand of the Year, The Grand Prix and Sales Team of the Year. They also won Campaign Media's TV Sales Team of the Year.

And their success looks to continue in 2014, the World Cup is peeping over the horizon, and all the signs are pointing towards a very fruitful year. Out of the truly inspiring work throughout the year, below are four case studies of some of the most innovative and powerful campaigns imaginable.

MORRISONS AND ANT AND DEC

Morrisons had a tough 2012 in terms of sales and rife competition from other supermarkets. Despite the fact that the supermarket had strong product offerings, like the skills of the master butcher, fishmonger and baker, it needed to re-connect with family shoppers on an emotional level, while simultaneously showcasing the expertise of its staff.

THE TERRITORIAL ARMY RECRUITMENT DRIVE

The TA was facing significant recruitment challenges in the face of reduced funding. It needed to dramatically increase the number of full and part-time reservists. With live ads beamed direct from Helmand province this ground-breaking campaign was a massive success, generating huge upweight in enquiries.

COMPARETHEMARKET AND BRITISH CULTURE

Comparethemarket.com needed to establish an enduring home at the core of British Culture in order to maintain character awareness and to create a drive for collecting Meerkat toys - an incentive of taking out a policy with the insurance website. And so Zenith, CTM, VCCP and ITV developed a cunning plan to unite two iconic brands, with impressive results.

MINISTRY OF SOUND AND TOWIE

MOS only had a small budget with which to launch its album, Marbella Sessions, and wanted a campaign to boost sales and also allow them to communicate with their 16-34 audience on a deeper level. The Only Way Is Essex was the perfect partnership and album sales reached 20k in a week - their highest non-Christmas sales since 2010.

Browse more from ITV in our Clubhouse and watch their case studies in our Cinema.

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