TOMBOLA
Über Agency is proud to mark its 8th consecutive year creating tombola's sponsorship idents for ITV’s I’m A Celebrity… Get Me Out of Here! With over 220 idents produced over the lifetime of the campaign to date, the #tombolabugs have become synonymous with I’m A Celebrity and tombola, setting a very high standard in the competitive, commercial sponsorship arena.
THE CHALLENGE
The challenge, as always with a long standing campaign, is keeping the creative fresh, relevant and still engaging. Alongside the idents, we were also tasked with promoting BUGMATCH, their free to play, daily game, which ran throughout the duration of I’m A Celebrity and bring it to life, utilising their new brand identity to create a campaign that was full of energy and distinctly tombola.
THE SOLUTION
As always, we were keen to minimise repetition in the creative and keep its affinity with the viewers. As a result, we produced over 20 different CGI ident bumpers that further developed the storylines for our little bug friends, keeping the viewers engaged and entertained for the duration of the show.
As part of the I'm A Celebrity promotion, we created a multi channel campaign for BUGMATCH and absorbed tombola's new brand identity into the process. The channels included creating an online campaign across the Daily Mail Groups websites, digital banners, a suite of social content and OOH motion and static posters that ran all across the UK for the duration of the show.
THE RESULTS
For over 10 years I'm A Celebrity has been the most watched TV programme in the UK with over 8.8M viewers in 2023. Now in its 8th year, the tombola idents reached 77% of UK adults, an all time high and 25 million people saw an ident. 2023s campaign was the most persuasive and motivating of any ITV sponsorship and brand perception the highest ever recorded.
SOURCE ITV
