Best Brand Activation Involving Sport
1. 160over90 for OPPO: Be A Shotmaker Campaign
How does OPPO, a Chinese camera phone brand, totally unknown outside of Asia, make their first global appearance?
We needed an approach that would appeal widely and overcome pre-conceived attitudes towards a Chinese tech brand. We knew it had to be sport, it needed emotion yet be practical. We also needed to consider the patriotic nature of the event and OPPO’s differing standings in various target markets and so implying a ‘glocalization’ approach to the toolbox.
“Be A Shot Maker” was a strategic global sponsorship of the Cricket World Cup in July 2019, launched with an emotional global campaign, a new visual style and a product-led collaboration with Getty Images.
Cricket Fans love players who make tricky shots, they are ‘Shot Makers’.
And OPPO wants fans with that same ‘Shot Maker’ attitude to use their phones to capture perfect sporting shots
2. Countdown to the World’s Greatest Cricket Celebration – Cricket World Cup 2019
The countdown to the ICC Men’s Cricket World Cup 2019 captured the imagination of the nation to get behind the world’s greatest cricket celebration.
Through a celebration of the UK’s multicultural diversity, CWC19 created an 18-month programme of live experiences, partnerships and digital activations that transformed the image of the game. This refreshing and bold approach challenged traditional perceptions of cricket by showcasing the game in unexpected formats and crossing over into music and wider culture to engage new fans and create a lasting legacy.
Not only did CWC19 achieve huge awareness and sell 98% of all seats, but crucially 40% of buyers were new to cricket enabling new audiences to be engaged and grow the game.
3. EA SPORTS FIFA 20 World Premiere – 160over90
EA SPORTS FIFA 20 saw the game return to the streets with the introduction of VOLTA Football. Our challenge? Deliver a campaign that celebrated street football and its culture, whilst continuing to grow the world’s best-selling video game.
The creative – the EA SPORTS VOLTA Football League. A 15 team VOLTA football tournament, featuring influencer squads from across the globe. With commentators including Kaka and Ian Wright, the tournament was the centrepiece of the first truly global FIFA launch event.
With a red carpet walked by AAA* names including Sancho and Yungen, a performance from Major Lazer plus a social content playground featuring kit customisation, barbers and x10 FIFA streams from the globe’s biggest Youtubers; we built a FIFA content paradise.
The results? 1,300 pieces of output and 201m views across talent/media/partner/influencer channels.
With record views and engagement, the FIFA 20 Premiere was the biggest event in EA SPORTS FIFA history.
4. HSBC Golf Zone at the 148th Open Championship – 160over90
HSBC, in their 9th year as a proud patron, saw an opportunity at the 148th Open Championship in Royal Portrush to infuse each aspect of the HSBC Golf Zone consumer journey with innovative and tech-forward programming while continuing to promote global growth of the game through their commitment to the Golf Foundation’s HSBC Golf Roots program.
Our solution focused on uncovering technology’s role in golf’s past, present, and future in a manner that was relatable, accessible, and free to every spectator at the tournament.
5. Leeds United & Deliveroo Partnership
A ground breaking partnership between Leeds United & Deliveroo bringing Food Freedom to fans at Elland Road and beyond.
This strategic partnership has been created to accelerate the growth and usage of the Deliveroo App outside of London.
This innovative partnership allows fans to order their favourite foods from their favourite restaurants via the Deliveroo App and have their pre-match food delivered to them inside the Bremner Suite at Elland Road to a dedicated food delivery point.
This is the first partnership of its kind and helps redefine what
pre-match hospitality can be.
The partnership utilizes a unique range of digital assets on match days including LED Advertising, Deliveroo integration within the Official Club App, in game sponsorship of live streamed Leeds United matches within the Championship.
In addition to the digital assets, the Deliveroo logo is printed on almost 28,000 training wear garments that have been purchased by Leeds United fans.
This is not your typical sponsorship agreement and has innovation and creativity at the very centre of this partnership.
6. Norwich City & Visit Tampa Bay
“As a self-financed Club, we always have to find innovative ways to drive revenue and grow our audience. We want to be pioneering and do things that others don’t.”
Commercial tours, soccer camps, reciprocal retail merchandise agreements, loan player pathways, and links with sporting franchises.
Through hard work, creativity and innovation all of the above can be achieved.
Herein lies Norwich City’s partnership with Visit Tampa Bay – the hip urban heartbeat of Florida’s west coast. Investing efforts into the UK to attract customers to visit Tampa Bay, the tourism board partnered with Norwich City to help achieve this and build awareness of the sites and attractions which Tampa Bay has to offer.
Two and a half years on, and the Canaries’ affiliation with the sunshine state has developed into something truly significant.
7. PlayStation F.C Final – Sony Interactive Entertainment
With younger fans increasingly consuming football through non-traditional channels, Sony Interactive Entertainment wanted to strengthen its PlayStation brand sponsorship of the UCL by creating a new platform that would act as the go-to destination for this new age of global fan culture.
Blurring fantasy with reality, VIK deals were secured with 24 global football and gaming creators to deliver the ultimate football platform “for the players”, amassing over 84m organic views with an average view time of seven minutes on hero content.
Broadcast live on YouTube the day after the 2019 UEFA Champions League final in Madrid, the PlayStation F.C. Final became the biggest global creator campaign in the world.
Working collaboratively with these global publishers, PlayStation F.C. Final reached the top trending videos on YouTube Gaming and Sport and SIE saw a global 6% YOY increase in sponsorship awareness amongst its target audience of 13-24yo fans.
8. The eToro Fan Financial Statement – eToro
The eToro Fan Financial Statement in association with KPMG Football Benchmark provided a non-endemic financial brand with a vital role for fans in football.
In the same way that eToro gives its 12 million users access to assets they want, the brand measured the financial investment made by football fans – finding ways for them to get a valuable return and start a conversation about the future of the game.
In just four months of the report going live, eToro was ranked #1 against competitors for aided brand association with the Premier League (22.6%), reporting a 40% growth in aided brand awareness amongst UK football fans and achieving 123 pieces of coverage across national print, broadcast and online media.