TalkSPORT, which holds a set of UK radio rights to the 2022 FIFA Men’s World Cup, sought to promote its ‘Wall-to-Wall’ coverage of the tournament by taking over a huge wall in Shoreditch (East London) and covered it in a 50ft mural.
The commercial radio channel, which will broadcasting every game live and ‘cover the tournament around the clock’, worked on the OOH-led campaign with News UK’s dedicated agency Pulse Creative (a joint-venture between The&Partnership, mSix&Partners and Wunderman Thompson) and the hand-painted advertising specialist Global Street Art.
The giant outdoor artwork spearheads the media company’s integrated campaign shining the spotlight on its non-stop Qatar 2022 coverage of the upcoming World Cup in Qatar and is supported by additional digital, social, press and radio assets which will run through the tournament.
Plus, a series of short films seek to bring the mural to a wider audience. One shows two hooded figures painting the mural before revealing themselves as TalkSPORT ‘Gameday Phone-In’ host Gabby Agbonlahor and sports breakfast broadcaster Alan Brazil. The two former players are joined by fellow Scotland football legend Ally McCoist.
✧ All 64 matches live
✧ 24/7 World Cup contenttalkSPORT is here to bring you wall-to-wall coverage of the #WorldCup in Qatar.
Quite literally… #TSWorldCup pic.twitter.com/WOyVbaiOus
— talkSPORT (@talkSPORT) November 17, 2022
talkSPORT, World Cup, Mural from The&Partnership on Vimeo.
“Our audience should get ready for the most incredible wall-to-wall reporting, insight and analysis from commentators and pundits across our network. It’s our strongest-ever squad and this campaign highlights our 24/7 coverage brilliantly,” commented head Of TalkSPORT Lee Clayton. “I can’t wait to see Jim White and Simon Jordan breaking stories and inviting the biggest names from the hotbed of Qatar. This World Cup is going to be explosive and we have the best possible team covering every moment on and off the field, delivering their insight and opinion – tune in and you won’t miss a second of the action.”
News Broadcasting Head Of Marketing Will Martin added: “For the duration of the World Cup, TalkSPORT will be the only broadcaster that will provide 24/7 coverage of the tournament. Our bold ‘Wall-to-Wall’ campaign will celebrate this message in a way only TalkSPORT can. Our mural will kick things off and set the tone for the rest of the campaign, leaving our listeners in no doubt who they need to turn to for the best World Cup coverage with the best talent in the game.”
Russell Ramsey, Pulse ECD, commented: “We wanted to capture the excitement of the World Cup and TalkSPORT’s unique always on coverage. It’s literally Wall-to-Wall.”
The media was planned and bought by Pulse Media through mSix&Partners and Kinetic UK.
The campaign brief was developed by client TalkSPORT’s marketing team led by Head Of Brand Lee Clayton, Head Of Marketing Will Martin, Social Director Jamie Sanderson and Marketing Executive Chris Williams.
It was conceived by a group at agency Pulse Creative London which included Executive Creative Director Russell Ramsey, Creatives Tom Atkinson and Stuart Hudson, Strategy Partner Matt Nixon, Strategist Thom Pickering, Partner Benedict Pringle, Account Director Anthony Burton and Account Manager Tom Pettiford.
The art and production was led by Global Street Art Agency with Director Of Photography Jonathan Binks.
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