GWR commissioned Mentor Digital to make our third series of weekly previews during the Six Nations rugby tournament. We worked with former internationals David Flatman (England) and Tom Shanklin (Wales); a comedy punditry duo to connect with rugby fans.
As the project was aimed at social media we used a specific creative strategy:
- Remove all GWR branding as this was putting off viewers, who, research suggested, were seeing the film as an advert.
- Shots cut frequently to keep the interest of viewers using smart phones.
- Subtitles; enabling viewing without sound (on public transport etc).
- A maximum episode duration of 2:20 in order to auto play on Twitter.
The campaign was really well received with impressive figures of more than 400,000 views altogether! Comments on social media included:
“Brill banter between these pair...it works really well ...good craic.”
“Like Morecombe and Wise.”
“Hysterical banter, and the guys actually get PAID for that.”
“Brilliant these two guys are a breath of fresh air to the world of punditry. Well done Flats and Shanks.”