Holiday brand Haven launched a new campaign to mark its partnership with Team GB and build association and buzz ahead of the rearranged Tokyo 2020/21 Olympic Games which is led by a series of spots staring comic actress Kerry Godliman who offers her own unusual coaching style to some of the Team GB stars.
The campaign from the chain of (mainly coastal) UK holiday parks, extends Haven’s brand platform based around bringing ‘A Breath Of Fresh Air’ to its flagship sports sponsorship and it is the first time that Haven has produced an original comedy series as part of a major campaign.
The three-part video series, created by agency Iris, seeks to create positive emotion via fun and enjoyable film content to drives both short-term action and long-term brand results.
The series sees comedy actress Godliman bring her unique coaching style to several British athletes as they prepare for Tokyo. Each episode sees her joins a different Team GB athlete ambassador as they attempt on day relaxing at Haven’s Craig Tara Park (in Scotland) and each highlights a different Haven activity.
Episode One sees her ‘help’ Olympic road cyclist and Rio 2016 gold medalist Owain Doull prepare mentally for golf again by convincing him to do ‘Haven’s Extreme Drop’. Episode Two features men’s artistic gymnast and Rio 2016 bronze medalist Nile Wilson train with the actress on a Haven crazy golf course with lessons about ‘muscle memory’ and the ‘competitive edge’ taught while putting through a lighthouse. The third spot sees women’s 100 metre sprinter and 2016 bronze medalist Asha Philip taught to avoid ‘hitting the wall’ by tackling ‘Haven’s Crazy Climber’.
The films debuted on YouTube on 6 April with supporting assets running across Haven’s owned and social channels.
According to the brand, the choice of creating long-form content was built on the insight that branded entertainment is an effective medium for engaging consumers and a ‘softer-sell’ than traditional advertising.
“It’s our ambition to be the most loved brand for UK coastal holidays and holiday homes. Our sponsorship of Team GB shows people that Haven is a modern British brand they should be proud to consider this summer, packed with activities the whole family can enjoy,” said Haven Head Of Brand Marketing Sarah Chapman.
Team GB Commercial Director Tim Ellerton commented: “We’re under four months to Tokyo 2020 and the excitement is building with teams being announced and final preparations made, so it’s great to see partners like Haven adding to the buzz with the launch of this fun new campaign. It promises to be an awesome summer of sport and it’s great to share in this excitement with Haven.”
Digby Lewis, Creative Director Of Branded Entertainment at agency Iris added: “With UK staycations on the rise, we needed to capitalise on the moment and show that comedy can be an effective technique to drive positive associations with a brand.”
The campaign was created by lead strategic and creative agency Iris where the team included Executive Creative Director David Prideaux, Creative Director Digby Lewis, Writers Andrew Chaplin, Digby Lewis, Peter Maynard and David Prideaux, plus Group Account Director Vicky Marlow and Agency Producer Hannah Wood.
Production was handled by Pops Production with Director Andrew Chaplin, Producer Peter Maynard, Director Of Photography Benedict Spence, Editor Syd Harvey, with audio handled by Rich Martin of Envy and Online Editor Syd Harvey.
Comment:
Godliman, a comic actress and stand-up who starred in Ricky Gervais’ hugely popular Netflix series ‘Afterlife’ and Channel 4’s ‘Derek’, fronts a campaign followed on from Haven’s February Team GB activation featuring diver Tom Daley and called ‘Tom’s Daley Challenge’, as well as other linked work such as Olympic medallist Amy Tinker Zoom style sit down with Team GB mascot Rory the Tiger.
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