Collection of Creative TV Cases (Edition: 2024)
About
egta is delighted to present the fourth edition of its Creative Multiplatform TV Case publication, continuing our tradition of celebrating the innovation and excellence that TV sales houses’ creative departments bring to the advertising world.
In this edition, we are proud to highlight three pivotal categories that reflect the evolving and impactful nature of television advertising: these themes showcase the diverse ways in which television continues to innovate, inspire, and connect with audiences.
Best Use of Data and Tech
Full Synopsis
The landscape of broadcasting is rapidly evolving, and it is inspiring to see how broadcasters are leveraging cutting-edge tools and measurement technologies to enhance their effectiveness. From advanced audience insights to real-time analytics, Multiplatform TV networks are creatively using data to extend their reach and optimize their impact. These innovations not only allow broadcasters to target audiences with greater precision but also drive more meaningful engagement, ensuring that campaigns are both effective and relevant.
TV as a Force for Good
Full Synopsis
In 2023, we celebrated television’s ability to foster positive social change, and we are delighted to see this trend continue stronger than ever. Television remains a powerful platform for raising awareness, promoting inclusivity, and sparking vital conversations. Whether through branded docuseries, environmental campaigns, or charitable initiatives, TV ads have proven their ability to inspire action and make a difference in society. This category reminds us that TV is more than entertainment – it’ can be a tool for driving positive change.
Tapping into the Power of Sports
Full Synopsis
As sports engage mass audiences around the world, especially in 2024, we are excited to introduce a brand-new category: Tapping into the Power of Sports. Live sports content holds unparalleled value for TV. Broadcasters are finding innovative ways to leverage this, blending live TV with interactive and immersive elements to enhance viewer engagement. This category celebrates how TV sales houses leveraged the unique role sports plays in uniting audiences, driving viewership, and amplifying the live TV experience.
This publication is a celebration of the great work TV can do, and the powerful contribution it makes to the broader creative ecosystem. For brands, this serves as both inspiration and a call to action – to collaborate with TV broadcasters and leverage the full potential of Total Video to create impactful, tailored, and relevant advertising solutions.
Toyota’s “Wheel Park” campaign showcases its commitment to inclusion, innovation, and mobility as a global partner for the Paris 2024 Olympics. Through a 26-minute documentary, a live Twitch stream, and social media amplification, Toyota highlighted its accessible skate park and the para-sport WCMX, engaging diverse audiences, particularly Gen Z. With 8.6 million total impressions across France.TV and social media platforms by January 2024, the campaign successfully boosted brand visibility and resonated as a powerful message of inclusivity and sustainability.
KFC Delivery partnered with Sky Sports to position itself as the ultimate companion for live sports fans, integrating its brand seamlessly into key sporting moments. Through engaging ads featuring Sky Sports talent and creative depictions of fans racing for their chicken, the campaign celebrated adrenaline-fueled sports events while boosting KFC Delivery’s visibility and appeal.
Aquarius rebranded to Powerade in Belgium through a creative TV integration campaign during Jupiler Pro League football matches from mid-January to mid-February. The campaign highlighted the rebrand by showing the classic Aquarius bottle being swapped for Powerade during player substitutions, symbolizing the seamless brand transition. Reaching over 8.4 million contacts, the campaign boosted brand awareness across Belgium and demonstrated a scalable yet premium advertising solution for future clients.
Sky Mobile’s campaign leveraged the excitement of the football transfer window to promote its exclusive “Transfer” offer for new iPhone customers. By integrating the “Switch of the Day” feature across Sky Sports and engaging audiences with creative stunts like Harry Redknapp’s live interviews, the campaign highlighted the ease of switching networks with Sky Mobile’s ‘Text-to-Switch’ service.
Audi’s partnership with Sky Sports as its Official Innovation Partner demonstrates a shared commitment to innovation and cutting-edge technology. From the “Power Meter” in cricket to AI-driven tools like the “Swing Design Sequence” in golf, this collaboration redefines how advanced technology enhances sports broadcasting.
BMW partnered with CBC to launch “Forces of Nature,” a long-form content series in fall 2022 to boost awareness of its EV line and sustainability mission. The series showcased inspiring individuals aligned with BMW’s sustainability pillars, blending emotional storytelling with subtle product integration across TV, streaming, and social media. With 178,000 viewers, 59 million impressions, and a 26% increase in awareness, the campaign exceeded expectations, enhancing BMW’s brand perception and demonstrating the effectiveness of long-form storytelling in communicating complex messages.
EDF’s January 2024 campaign in France, featuring comedian Pablo Mira, used humor across TV, digital, and social media to promote energy conservation with the slogan “I turn off, I lower, I shift.” Through relatable, comedic scenarios, the campaign encouraged viewers to adopt simple energy-saving habits, making sustainability both entertaining and accessible. Reaching 25 million TV viewers and generating over 7 million digital contacts, the campaign successfully raised awareness about energy efficiency and inspired behavioral change.
A campaign by ProSieben, CosmosDirekt, and DKMS in Germany used TV, streaming, and social media to raise awareness about blood cancer and encourage stem cell donor registrations. Centered around a treasure hunt featured on “Joko & Klaas against ProSieben,” the campaign offered a 1 million euro prize funded by CosmosDirekt, with DKMS integrated into the show’s puzzles and promotional content. The innovative multichannel strategy, including product placements, exclusive website content, and social media engagement, aimed to achieve 10,000 new registrations but surpassed expectations with 37,000. This campaign generated widespread media buzz, significantly increasing donor awareness and website traffic.
Shiseido and Douglas partnered with Rai Pubblicità to launch the Beauty Expert project, a campaign tackling skincare myths through engaging Branded Stories featuring Mare Fuori star Maria Esposito. Combining impactful storytelling, free Skincare School sessions, and strategic integration with Rai programming, the initiative achieved strong uplifts in brand KPIs and garnered 6,500 personalized consultations, setting a benchmark for innovative, consumer-focused beauty communication.
Frontline19 and adam&eveDDB collaborated with Channel 4 to spotlight the mental health crisis among NHS workers through the poignant Sicker than the Patients campaign. By pairing a powerful film with real NHS staff voiceovers in continuity announcements during Channel 4’s blue light programming, the initiative made frontline workers’ struggles unignorable, amplifying their stories to a deeply engaged audience.
Amid the Cost-of-Living crisis, Channel 4 partnered with Vinted to champion the financial and stylistic appeal of pre-loved fashion through the innovative Second Hand Style Up series. By blending research insights, social content featuring Jorgie Porter, and cross-platform integration with Vinted’s Hollyoaks sponsorship, the campaign showcased the joys of second-hand clothing while engaging millions in the sustainable fashion movement.
Here We Flo, a certified B-Corp and carbon-neutral company, leveraged humor and sustainability to revolutionize period product advertising with their “No More Period Dramas” campaign. Winning the Sky Zero Footprint Fund’s £1m media value in 2021, they partnered with Sky Media UK to deliver a bold TV campaign that challenged stereotypes, boosted brand awareness, and highlighted their commitment to eco-friendly solutions.
GAIA partnered with DPG Media to raise awareness about puppy mills through a unique multichannel campaign centered around the telenovela *Lisa* from April to May 2023. The fictional storyline featured a campaign about a puppy named Charlie who died from parvo, which was then extended into real-life ads across TV, radio, online, and print media. The campaign reached half of Flemish viewers, with 71% reporting awareness of puppy mills and 81% agreeing that they cause animal suffering, significantly improving GAIA’s brand perception and earning multiple advertising awards.
DPG Media and Belgian fashion retailer JBC embarked on a collaborative campaign that combined the fame of The Masked Singer competition with the launch of an exclusive clothing collection.
Leko partnered with The Sales House to launch a creative campaign on HGTV, using ident commercials, sponsored promos, and billboards to reveal the brand’s new look and reinforce its leadership in antimicrobial interior paints. Targeting home renovators and DIY enthusiasts, the campaign highlighted Leko’s Bulgarian origins and its suitability for every home during the peak summer renovation season.