Listen

The overall objective was to create an engaging and social-first content series to raise awareness of ITV7 channels, drive viewership of the content, and subtly incorporate ITV7 branding.

Using the two well-known ITV Racing personalities Ed Chamberlin and Oli Bell; the ITV7’s “Oli vs Ed” series features a number of challenges. The content is designed to be fast-paced, high-energy, and specifically social first.

Create

Filming for the first set of challenges took place at the home of jump racing, Cheltenham Racecourse, where we filmed an initial eight challenges, focusing on capturing the best energy and reactions between Oli and Ed.

Significant pre-production planning was involved to ensure the challenges were engaging and achievable, and the JMP team thoroughly enjoyed the thorough testing and trials of all challenges. 

Plenty of props and equipment were used from orange and green ping pong balls, hundreds of balloons and some 360-cameras for a bit of strava horse shapes fun!

Deliver

The production approach was important to be simple and not overly produced. The first challenge was released ahead of the Cheltenham festival in March, and there have been three released so far, you can watch them all below. 

The videos have amassed over 230,000 views on Instagram, and over 730,000 on twitter, and we are looking forward to the next challenges being released. So far, the “Oli vs Ed” series has demonstrated the power of well-planned and executed social content in building brand awareness and driving awareness to reach the general sports-fan audience and not just the racing enthusiasts.

Follow ITV7 for more

Watch

Watch Noughts and Crosses:

Watch Balloon Battle:


Watch Flip Cup:

 

Services Used

Social Media Motion Graphics Video Creative Digital Marketing Branded Content

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