Wrigley’s wanted to play on the “Extra Time” concept for the men’s Euros, for their Extra brand.

The Brief

Wrigley’s wanted to deliver impact within the confines of their “Extra” campaign for their brand across the Euros’ 2024 football tournament.

C-Screens provided an opportunity to extend their “Extra” creative with a contextually relevant idea across the extra time periods of all knockout games in the tournament.

Wrigley’s advertised with their more traditional creative within the normal confines of the Euros tournament and then supplied a longer bespoke copy for Wrigley’s “Extra Time”.

Campaign Period:

3rd July – 23rd August 2023

Campaign

Delivering the brief
C-Screens delivered the campaign across spot advertising throughout the Euros and extended this into the wider sports sat within Summer Live, such as Wimbledon tennis.

Above and beyond
Dynamically inserting the “Extra time” creative into the games which had finished in a draw, ensuring creative relevance. C-Screens also undertook research around the campaign to prove the cut through of the creative advertising.

Summer Live
Euros/Summer Live was the perfect choice for reaching an ABC1 Men audience during a high-profile event like the Euros, in a site that offered prime visibility in a popular location, maximising Wrigley’s Extra with a bespoke Extra Time spot campaign that they couldn’t access anywhere else.

Results

The campaign worked well to increase ad recall, familiarity, favourability, preference and purchase intent. The campaign also encouraged campaign engagement, strengthened key brand perceptions and conveyed key messaging and branding.