ITV X-Factor Sponsorship
TalkTalk sponsored the X-Factor for 8 seasons. I worked on 4 of these as creative director on all aspects from app production, content creation and live shows.
The sponsorship included top and tail idents for all the show's ad breaks on the UK's primetime show, which has an average viewership of 14 million. User-generated content was chosen as a fantastic way to integrate our customers with the X Factor show, songs, and stars. This was achieved through the custom iOS and Android app 'FXStar.'
The results? Over 1.6 million videos generated, trending in the app stores every week for over 16 weeks, and winning the DRUM award for 'Best Brand Awareness on Mobile.'
Watch the video below to see the approach taken:
The unprecedented response to the app led to three major artists debuting their next singles through the FXStar app, to first appear in Xfactor advert breaks. These were Kylie Minougue, Charli XCX and Olly Murs.
