Just Eat Takeaway.com and BYTE/DEPT® partner with Smartly to deliver ads across EURO 2020

A need for a solution to run scalable ads across 17 markets

Just Eat Takeaway.com was one of the key sponsors of EURO 2020 (European Football Championship). Although the pandemic initially paused the competition, the team revisited its strategy to make sure it would be as effective as possible for when Europe’s largest football competition would return in 2021 aiming to insert the brand into the cultural conversation using the UEFA sponsorship and a focus on match-day fixtures.

The strategy was focused on creating localized ad variants based on ever-changing match lineups which Just Eat Takeaway knew would be difficult with a manual production approach for 17 markets and multiple languages as well as ever changing match fixtures.

In addition to this, the team wanted to have different creative running on different  days leading up to each individual match, depending on whether the market’s national team was still in the competition. With a new brand awareness strategy in place, Just Eat Takeaway.com sought out partners who would be able to help execute on scale and be able to show the right localized message.

Conditional rendering, Automated Ads, and Video Templates by Smartly.io

To help achieve its goals, Just Eat Takeaway.com looked to its long-time agency partner, Byte/Dept, and long-time social automation platform, Smartly.io. The planning team at Byte/Dept put together a strategy to build excitement in the lead-up to game day and then scale up activity on match day in each of the markets that were playing in any EURO’S 2020 fixture.

Leveraging Smartly.io, the Byte/Dept creative team put together dynamic video and image templates featuring famous international Football players from across Europe. From there, the teams at Byte/Dept and Just Eat Takeaway.com worked together to create ad variants across 17 markets in Europe.

In order to achieve this, Just Eat Takeaway.com set up video ad templates in Smartly.io to showcase variable pieces of localized content, like country flags and relevant national team players. The team then created a data feed and used Smartly.io’s conditional rendering with  if/then logic in order to automatically swap out creative based on pieces of content.

For example: “if the match is being played by Italy, then show the Italian flag.” Lastly, the team utilized a sports API to have the most up-to-date information on the teams that were playing each other, the match times, and who would be advancing to the next round. Overall, this campaign proved to be very successful for Just Eat Takeaway.com and Byte/Dept.