Client: Green Flag
Agency: Universal Manchester
Buyer: Richard Smith
Agency: The Media Business
Buyer: James Zipeure
Agency: Zenith Media
Buyer: Matt House
Programme: England v Croatia
TV Station: Sky Sports
Date: 24 April, 19.00
Break transmission time: 20.45
BARB: 16-24 men
The match might not have been stunner (a nil-nil draw and many a wasted
opportunity) but the England/Croatia friendly on Sky Sports last
Wednesday definitely scored with the audience.
Nine advertisers lined up in the first centre break of the match and all
had a strong male theme: Ford, Puma, Unibond, Nizoral Dandruff Shampoo,
Microsoft, Lucozade, Ronseal, the Paramount Channel and Green Flag.
The first real ad in the break - after a lengthy promo for Sky - was for
Ford, which was attempting to maximise the value it gets as sponsor of
the programme. Green Flag, which backs the England team, rounded off the
In between the ads brimmed with testosterone. On the man-about-the-house
front, Ronseal Wood Stain and Unibond Unifilla tapped into the male
interest in the event and the belief that sports programming is a good
environment for down-to-earth products.
Lucozade Sport’s ad features Premier League stars and targets a young
male audience. The match’s success against 16- to 34-year-old-men was
also spot on for Puma - its current media strategy exclusively uses Sky
channels and targets active football players.