Cardiff last hosted Monster Jam in 2016. With limited budget, Instinct was tasked with widening appeal beyond regular fans, to drive 25,000 last minute ticket sales for this year’s epic event (as well as maximising awareness for the return of Monster Jam in 2019.) Our successful strategy would build to a grand finale, growing affinity for Monster Jam as a great family show.

We made Monster Jam the star of the ultimate Ant vs Dec challenge, on ITV’s Saturday Night Takeaway. Ant and Dec were fitted for trucks and received tailored driving training in the US for their showdown on the UK’s biggest Saturday night family show. The pair wore branded fire suits for every piece to camera. We had Monster Jam featured in a later ‘win the ads’, and Ant and Dec teased their Monster challenge on This Morning.


  • Ticket sales: 39,587 + 10,025 pit passes (sold out)
  • 166 pieces of coverage across editorial print, online and broadcast reaching an audience of 130,837,736
  • 8min segment of Saturday Night Take Away series opener generated social, two YouTube videos and online content as well as placement on ‘Win the Ads’ later in the series.
  • Ant and Dec teased their challenge on national TV’s This Morning
  • Two pieces of behind the scenes content used on Saturday Night Takeaway YouTube channel