ITV2 has launched a huge Summer campaign to announce the new series of Love Island, the popular reality TV show that returns to screens after a year and half hiatus.
The campaign will see ITV2 take over Oxford Circus station and Brighton beach promenade to launch the new sizzling summer series, Love Island.
Travellers in the heart of the capital will be given the full “Love Island” treatment, directed to their Tube trains by the show’s Scottish narrator, Iain Stirling who’ll be making regular announcements across the station. From 24th-28th June, commuters will be hit with the iconic Love Island sting, followed by TfL announcements that feature the characteristic one-liners Stirling has become so famed for.
The station takeover doesn’t stop there, roundels on the platform will be given a Love Island twist while digital screens, including the escalator ribbons, will introduce the latest group of singles heading to the villa in the hope of finding love and winning a cash prize.
In addition, ahead of the first new episode of the show on 28th June, ITV2 will bring the famous Love Island villa to the public at Brighton beach this coming weekend (26th-27th June). Overlooked by an impressive Love Island billboard on the sea front, passers-by will be able to attend one of their very own glamorous “villa parties”, complete with bean bags for lounging and a summer playlist to get wannabe singletons in the mood.
No chance of burned beach-goers, in reference to one of the many phrases made popular by the series 5 Love Island cast, “laying it on Factor 50”, the billboard will automatically dispense sun cream all day, allowing fans to themselves “lay it on thick” in anticipation of the pending long, hot summer of love.
The campaign will also include wider OOH activity across the UK following the programme’s launch, with digital advertising sites being continuously updated to showcase teasers ahead of each nightly episode.
Media for the campaign was planned and delivered by the world’s leading out-of-home agency, Kinetic Worldwide and global data and measurement-driven media agency, Essence. The Oxford Circus station takeover included a media partnership with TFL and Global.
Love Island starts at 9pm Monday 28th June on ITV2 and ITV Hub. Episodes are available the following morning on BritBox.
Lucy Pack, Senior Content Marketing Manager, ITV said: ““With Love Island being off our screens for a year and a half, we wanted to sound the alarm that the show of the summer was back. Last year wasn’t the summer any of us expected, so this year we’re cracking on with reminding viewers the fun and excitement Love Island brings. Slap on the factor 50 and prepare for a summer of love – it’s been too long!”
Olivia Howard, Business Director, Kinetic said: “We’re delighted to have partnered with ITV2 and Essence to deliver a campaign that brings the gloss of the villa to viewers on the move, letting fans take part in the Love Island experience themselves. With lockdowns easing across the UK and people looking forward to a more exciting summer, audiences are outside in record numbers. So, whether they are on their way to work or just sunbathing at the beach – we’re bringing a summer of love to all.”
Natalie Sajal, Media Planning Manager, Essence said: “It’s important to us to kick off one of the biggest TV events of the year with an equally large campaign. In collaboration with ITV and Kinetic, we’ve created two OOH takeovers that really bring the fun to Oxford Street and Brighton in a uniquely Love Island way. Bringing in key recognisable content such as Ian Stirling’s voice and summer playlists. We all need a bit of excitement this summer and this campaign is just that!”
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