Europe’s biggest song contest is almost upon us. Glam, buffets, flags and Eurovision parties… the UK and the rest of the world are brimming with excitement and anticipation.
Whether spurred by the success of Sam Ryder’s performance last year, or the fact that Liverpool is hosting the event, British fans have had a bad case of Eurovision fever for months. And while national rail strikes may threaten travellers seeking to experience the event live in Liverpool, over 160 million people are predicted to tune in on Saturday night (13 May).
It’s an unmissable opportunity for brands – not only on the night – but in the period that has led up to the crazily wonderful song contest, to capitalise on the buzz surrounding Eurovision 2023. So what have they been up to?
Tesco celebrates Britain’s love of cheese with Eurovision-themed TikTok contest
Tesco recently celebrated the nation’s love of cheese by launching a singing competition on social media app TikTok with a Eurovision-themed flavour.
Acting as an homage to the historic singing contest, entrants will be taking part in a rendition of the iconic Bucks Fizz song “Making Your Mind Up”, which won the competition in 1981.
Created in partnership with London agency BBH, the event celebrates the ‘cheesiest’ night of the year, inviting people to sing along on TikTok Duets with The Fizz, Bucks Fizz’s successor group.
Taking part in a series of themed games, contestants can win a selection of ‘cheesy’ prizes, including a giant cheese wheel containing a selection of Tesco Finest European cheeses.
“Customers can join in all the excitement around Eurovision with a simple idea; exchange cheese in your weekly shop for cheesy music. It’s all about content that’s helpful, rewarding, fun and engaging – qualities true to our brand and totally native to TikTok,” Tesco chief customer officer, Alessandra Bellini said.
BBH London deputy executive creative director and partner, Felipe Guimaraes added: “This is the cheesiest piece of work I have made and probably ever will, you can Comté on that.”
Foxy Bingo celebrates Eurovision with a series of bonkers new ads
Gambling website Foxy Bingo has celebrated this year’s Eurovision Song Contest with a series of comic online films that poke fun at what the competition is best known for – utter chaos.
With knowing nods to classic Eurovision tropes of the past such as Scandinavian metal, Eastern European Disco Aliens, and Folk Singing Grannies, the three films are a continuation of the ‘Boomfox’ creative platform.
The films are London agency Neverland’s latest work for the Entain-owned brand, which unveiled a refreshed creative platform in November last year.
“I think the Singing Grannies may be unexpected the hit of the Summer!” Gala Bingo & Foxy Bingo head of brand, Sara Jolly said.
Neverland executive creative director, Noel Bunting added: “Neverland’s douze points go to Foxy Bingo”.
Eurovision legend Conchita Wurst stars in Booking.com ad
The winner of the song contest in 2014, Conchita Wurst, recently starred in a campaign for Booking.com, promoting Liverpool as a travel destination and the website as the go-to for holiday bookings.
As well as a TV spot, the campaign is also featuring across TikTok, with the icon visiting various different destinations and hotels.
Easyjet staff dress up in Eurovision outfits
In celebration of the much-anticipated event, Easyjet staff members are dressing up in iconic outfits from across the years of Eurovision finals.
From ABBA to Bucks Fizz, Easyjet customers will be surprised to lay their eyes on some glamorous outfits when flying around Europe.
“We couldn’t be prouder to be a national sponsor of this incredible event, that brings together people from many different cultures in celebration of the universal language of music,” Easyjet director of cabin services Michael Brown said.
“And our crew couldn’t resist the opportunity to celebrate the competition in our own way – taking to the runway in the most iconic Eurovision looks of all time.
“We have a long history with the host city of Liverpool, and are the city’s largest airline, so we are really excited to be getting passengers flying with us from Liverpool John Lennon Airport this week into the Eurovision spirit.”
Deliveroo releases phonetic Liverpudlian menus ahead of Eurovision 2023
Last week, Deliveroo teamed up with Atomic Kitten’s Natasha Hamilton to launch ‘Deliver-pudlian’ menus ahead of Eurovision 2023.
To celebrate the fact that Europe’s biggest song contest will take place in Liverpool, the delivery service has released phonetically spelt menus that aim to recognise Scousers and their distinctive pronunciation.
With the help of Liverpudlian popstar Natasha Hamilton, five restaurants from across the city – PICNIC, Spitroast, Big Buns, Nduo Sushi and Yum Cha – will leave no room for interpretation, wrong orders or the need to repeat oneself.
The campaign coincides with research that reveals Scouse, Scottish and Geordie accents top the list of British accents that the nation finds hardest to understand. According to Deliveroo, nearly half of all Brits (49%) have admitted to often being misunderstood because of their accent.
“As a fellow Liverpudlian, it makes me feel whole again to know that people from all over Europe will be able to enjoy and get a taste of our much-loved Liverpudlian culture, through music and food, thanks to Deliveroo’s ‘Deliver-pudlian’ menus,” Natasha Hamilton said. “Don’t forget to check out the new menus when ordering your ‘beh-geh’ or ‘buh-reet-ew’.”
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Booking.com offers fans chance to attend Eurovision viewing party with Sophie Ellis-Bextor
Last month, Booking.com offered Eurovision fans the opportunity to celebrate this year’s final in the company of Sophie Ellis-Bextor at its ‘Ultimate Home of Eurovision’.
The experience includes a one-night stay in a Liverpool apartment, kitted out with a karaoke machine, fancy dress, a mixologist and a ‘special disco space’ in the kitchen.
The 12-point package brings to life the best of culture, music and entertainment from the world-renowned musical party, returning for its 67th edition.
“I am so excited to be in Liverpool this year to watch the Eurovision Song Contest 2023 final alongside the lucky guests who book this experience with Booking.com,” Ellis-Bextor said.
