Case Study

ITV Choose Miappi for The People’s Ad Break

In May 2020, Miappi helped ITV entertain the nation with a user-generated competition that was launched on prime time TV. 

The Challenge

During May 2020, the global COVID-19 pandemic and resulting lockdown was beginning to take its toll on the public and the confidence of regular advertisers.

The restrictions put in place because of the outbreak meant that brands were no-longer able to go out and film their TV creatives as they would normally. The in-house production team at ITV were wanting of a solution that would help them get brands back on screen.

The Solution

What better way to incentivise ITV viewers to get involved than to give them a chance to star in their own TV ad during prime time television? During the UK lockdown due to COVID-19, ITV approached Miappi to help them celebrate the creative genius of the nation, bringing to life The People’s Ad Break. 

Launched using an ad spot on Saturday 2nd May during In For a Penny with Stephen Mulhern, The People’s Ad Break asked members of the public to celebrate iconic adverts of the past decade by recreating the spots and uploading them to ITV via a form powered by Miappi. A selection of the uploaded videos were then edited into a new TV commercial for transmission in another spot on Saturday 23rd May, during Britain’s Got Talent. 

The campaign was such a success that all 5 of the winning remakes managed to outstrip the original TV creates for brand recall! In testing by Unruly provided exclusively to Campaign, the remakes scored between 73% and 84% on brand recall, compared with a UK average of 65%.

The relationship is going from strength to strength as the ITV team look to engage with Miappi for their next project already.

Watch the testimonial below.