Ring and ITV's Saturday Night Takeaway: 'Ring My Bell'
Ring.com is one of the leading smart security brands in the market, with 1 in 14 households having a Ring video doorbell installed on their front door. The doorbells have an incredibility distinctive chime, it’s an immediate shortcut to the brand, so we focused on how we could get the chime front and centre of our idea.
Few things get you running to answer your doorbell faster than when you’re expecting your favourite takeaway. And there are few takeaways more famous and more talked about than Ant & Dec’s Saturday Night Takeaway on ITV.
So, we collaborated with ITV commercial and editorial to create a brand new product placement segment that placed Ring at heart of the show in the most authentic way possible. “Ring My Bell”, became a brand new in-show segment that had audiences on the edge of their seats and racing around their own streets to show up at their neighbours house via video doorbell to win a prize for them and their neighbour.
Kicking off the first episode of the brand new series, MG OMD worked closely with ITV’s Saturday Night Takeaway executives to devise a gameplay format that involved Ant & Dec taking over the live Ring video doorbell feed from members of the studio audience. If that person recognised the doorbell as their own, they had to stand up, live in air, and shout “Ding Dong! That’s my Doorbell”, prompting their neighbours to sprint to that doorbell for the chance to speak to Ant & Dec and win the cash prize.
The segment was an instant audience hit, sparking living room chaos amongst pets and families a like. #RingMyBell was soon trending on twitter and being talked about in the national press, with fans pleading for more.
“Ring My Bell” went on to be a highlight of the entire series, leaving some viewers demanding it be made into its very own show. With combined impacts reaching over 17m, this product placement solution placed Ring at the heart of the entertainment in one of ITV’s biggest shows whilst delivering an authentic product demonstration, live on air.
The campaign went on to take home the Grand Prix Award at the 2022 Media Week Awards.