Thinkbox
Vision is our annual, invitation-only event, in partnership with Channel 4, ITV, Sky and UKTV, where the new world of commercial TV comes together to share what’s now and next for TV, and what this means for today’s advertisers.
Professor Hannah Fry from The Celebrity Traitors’ kicked off the event, followed by a jam-packed afternoon of insight and inspiration from Go.Compare’s Paul Rogers, Hearts United’s Lily Gaffney, BBH’s Karen Martin and Alex Grieve, and Thinkbox’s Elliott Millard.
Guests were also joined by the team behind Saturday Night Live UK – Sky’s Phil Edgar-Jones and UTAS’s Andy Charles Smith – and had their questions answered by commercial leaders from Channel 4, ITV, Sky and Amazon; Rak Patel, Kelly Williams, Karin Seymour, and Richard Fuller.
Go.Compare: Expanding the TV Universe
Following their TV Planning Award Grand Prix and Best Ongoing Effectiveness win, Go.Compare’s VP Marketing, Paul Rogers and Hearts United’s Lily Gaffney share the story of an evolving relationship with TV and what they’ve learned about getting even more from one of marketing’s most powerful tools.
This session delves into the challenge Go.Compare faced, how they used data to optimise their media investment and the different ways they used TV advertising to drive commercial growth.
What you'll learn in this session
- How Go.Compare evolved its use of TV over the past few years and what other marketers can learn from the brands’ journey
- Fame isn’t the same as preference: how the brand maintained its high brand awareness whilst increasing consumer preference without losing its distinctive identity
- The value of consistency in evolving the media plan and distinctive creative
- How the brand pitched TV sponsorship to their CFO so Go.Compare could become part of bigger cultural moments and conversations
- Why a unified approach to video worked for the brand, treating all video platforms as one connected ecosystem