Npower was the power behind Team England during the 2018 Commonwealth Games held on Australia’s Gold Coast. The energy supplier came to us with a unique challenge: to drive brand awareness and likeability, despite the Games going on down under while the UK was fast asleep.
Npower had already planned to release a new version of England’s anthem at the Games – Jerusalem, featuring Tokio Myers (winner of Britain’s Got Talent) and Jazmin Sawyers (Team England track and field athlete and contestant on The Voice). We decided to leverage this bold move from Npower and centre our campaign around the contentious issue of a new anthem, just for England.
Our insight and research showed that readers of The Sun enjoyed expressing their opinions about politics and current affairs, and were, on average, keener than most other newspaper readers to get involved in a debate. We set about highlighting Npower’s new release in The Sun, exploring the hymn’s heritage and asking readers to debate whether it should be used at all England’s sporting endeavours, not just the Commonwealth Games.
And so our research proved right, The Sun readers were keen to debate the issue, our digital audience leading the conversation and converting 64% increase in over delivery against the KPI of the campaign.
Deliberations over, The Sun got behind Npower’s anthem with a disruptive print and online campaign imploring readers to sing it loud for Team England. In The Sun we led the charge with a cut-out-and-keep hymn sheet with the words to the rousing anthem and an euphoric rhyme listing some of Team England’s biggest stars, Adam Peaty, Max Whitlock and Tom Daley to name but a few. It urged our readers to get behind them and the new anthem, to “sing out loudly for the national team/sing Jerusalem… and dream!”
All this provided a real insight into how we can tap into our audiences’ sensibilities.