TalkTalk Communications was looking to reach millennials in a way that would position the brand as "the forward thinking, creative agitator of the tele-communications industry".
Here's how we answered the brief:
After researching the habits of millennials we came to the conclusion that the traditional use of media does not always work when trying to reach this demogrphic. However, considering the amount of time millennials spent on video games we thought, why not partner with the popular EA SPORTS brand for the release of the much-anticipated FIFA 2018. This would be a great opportunity to leverage the anticipation centered around the release of one of the worlds most popular video game titles.
The campaign will exist within the FIFA 2018 video game, during actual game play TalkTalk will advertise throughout the video game allowing players to interact with the brand all while playing the game. The campaign should capture the attention of more than 15 million players of the game. This will give Talk Talk Communications a perfect opportunity to reach millennials as well as move the companies bottom line.