BEST BRAND ACTIVATION – NON PREMIER LEAGUE
Ball Street Network
Ball Street is a Football Fan Engagement agency. We work with our clients to help them organically engage with football fans via social media, in a way which builds long term brand affinity.
We work with our clients to move them from the ‘ad space’ into the ‘culture space’.
Our role in the campaign was to activate the sponsorship on social. Paddy Power had partnered with a handful of traditional media outlets to promote the campaign, however in order to fully embed this in fan culture we knew we needed to play where fan attention is. Ball Street Network’s heritage in building and growing online football communities meant that we were perfectly placed to send the campaign viral.
Budweiser – FootballCo
Budweiser partnered with FootballCo. to develop and distribute their first ever original content series for the UK; ‘Side Hustles’.
Today’s football fans regularly get to see players doing what they are famous for but have limited exposure to their lives off the pitch. ‘Side Hustles’ gives rarely-seen access to players lives, shining a light on three football stars and the businesses they have created in tandem to leading successful footballing careers.
Tyrone Mings, Wilfried Zaha, and Eni Aluko have all reached the pinnacle of their respective footballing careers, but all three are also showing that there is much more to them than just their chosen profession.
Through telling their unique stories we were able to ensure the Budweiser’s brand ethos and messaging was at the forefront of the content - showing that being a ‘king’ isn’t just about making it as a pro footballer, it’s about having the self-belief and ambition to forge a unique path. The films, designed to inspire our audience that they too can follow their dreams.
Rebranding a football club is hard, it is an emotionally charged subject, in which fans and the footballing community will undoubtedly take to social media and have their say on any rebrand. Many clubs have been through the process, and many clubs have got it wrong and felt the fan’s backlash and disapproval of the new brand.
In 2020, Eastleigh Football Club, in collaboration with Christopher Payne, rebranded their entire club by launching a striking new logo design, a custom typeface that is unique to the club, and a modern brand system that is scalable, practical and highly relevant to the club’s nickname and local history.
Adding to this, the club launched this new brand in a way like no other, producing a short film – Chapters – that told the story of the club through its various identities and key moments in history. The new brand made an emotional connection with the fans, with many taking to social media to declaring their love and approval of the new look and feel, with some stating that it is one of the best football club rebrands in recent years.
FC Barcelona & Rakuten Inc
Football wins when fans wins. ‘The Big Picture’ initiative is a 100% fan-centric tribute that gave FC Barcelona fans a once-in-a-lifetime opportunity to have their pictures embedded in a larger-than-life mosaic in iconic Camp Nou. This marked the rare precedence of using Camp Nou for a dedicated tribute to fans and reinvigorating them during these unprecedented times with much-needed optimism, which is what the Rakuten brand is all about.
The mosaic, 47.7 meters long and 9.6 meters wide features photos of FC Barcelona fans from 150+ countries and is prominent on Camp Nou’s façade. The campaign achieved its main KPI of acquiring new Rakuten members with 120%.
Contemporary technology including Augmented Reality was integrated to make the entire experience seamless for fans. While fans visiting the stadium can point their devices on the mosaic to spot their pictures, fans from worldwide can easily find their photos via a dedicated microsite. Rakuten’s ‘The Big Picture’ campaign reminded football fans that they are the heart and soul of sports and kept them connected even in the absence of live games.
Kia Charge Up campaign – FootballCo
During the heart of the global pandemic, Kia challenged us to create a content series around their UEFA Europa League partnership that put a spotlight on their electric vehicle range.
In the space of 6 weeks, we delivered the Kia Charge Up campaign, a 5-episode content series that was delivered over the course of 6 UEFA Europa League group stage matchweeks.
Using 3 UEFA Europa League legends (Xabi Alonso, Patrice Evra, Pierre Van Hooijdonk), and 5 local market influencers, the Charge Up campaign shone a light on ‘Electrification’, delivering a reach of over 28M, with 10M video views and over 620k engagements, at a time where climate change issues are more important than ever.
With varying restrictions and lockdowns, and tight deadlines to hit each matchday, we navigated a complex shooting schedule with 9 individual shoots, filming in 6 different markets, delivering a total of 214 pieces of content in 6 languages… all in the midst of a global pandemic!
Kia were thrilled with the outcome, and the series was received particularly well on a local level with a number of Kia’s local markets picking up the content and publishing across their channels.
Norwich City FC & War Paint for Men
In 2020, Norwich City partnered with male makeup brand War Paint for Men to deliver an incredibly important in-depth content series we’ve titled ‘Challenging Stereotypes’.
Episode 1 focused on recognising and tackling the concept of ‘toxic masculinity’, challenging the stigmas and offering hope to those struggling, all in the company of global star Stephen Fry. Stephen joined Darren Eadie and Danny Gray for the honest in-depth chat about all things mental health where he spoke candidly about his experiences, current attitudes in society to mental health and also how the COVID-19 pandemic has impacted the thoughts and emotions of people around the world.
Stephen Fry: “But brave is saying I have weaknesses, I have fears, I have a secret…That’s courage.”
Episode 2 focused on homophobia within football, in the company of the inspiring Amal Fashanu. Amal is the niece of Justin Fashanu, the first openly gay footballer who was driven to suicide by the backlash he received for his sexuality. Amal spoke emotionally with Darren and Danny about her mission to help footballers struggling to accept their sexuality, and her work in founding the Justin Fashanu Foundation. Episode 2 will be released in February to coincide with LGBT history month.
In 2020, Rangers set out to implement an industry-leading and dynamic digital brand transformation to support the club’s continued growth. The challenge was to modernise the visual style of the brand for a global digital audience, whilst remaining true to the Club’s rich heritage.
Rangers held extensive consultations and fan focus groups to shape the new vision, and values. The brand was redesigned incorporating a new visual language for use in the digital age, custom typeface, and re-energised colour palette. The new crest echoes the original Ready crest introduced in 1959, with the name ‘Rangers’ centered boldly at the top, while a revitalised lion rampant and ball sit larger, and more proudly within the design. It brings renewed vigour and precision to the logo, while staying true to the courage and history conveyed by the original club emblem.
The campaign rollout plan included a projection of the new crest across Glasgow landmarks and video of the crest morphing to the new design with a voiceover from Rangers’ legend John Greig.
The campaign was picked up by media such as the Daily Record, Scottish Sun and Design Week and was voted 2nd best in the world for 2020 by Under Consideration.
SAP Interactive Data Space & TSG Hoffenheim – vStream Health
The SAP Interactive Data Space at the headquarters of the German Bundesliga football club TSG Hoffenheim is a lighthouse technology showcase for SAP. SAP is TSG Hoffenheim’s main sponsor and long-time technology partner. The room gives SAP an opportunity to demonstrate how TSG Hoffenheim takes advantage of SAP solutions throughout the entire club. As Matthias Weber, Innovation Manager in SAP Global Sponsorships has said, “The purpose of the room is two-fold, first, TSG Hoffenheim can use this room in their day-to-day operations by analysing all of the club’s data on the fly. And secondly for us, SAP, it is a perfect room to bring in customers, partners and visitors.”
The SAP Interactive Data Space accomplishes several goals in one, its very existence acts as a demonstration of SAP’s partnership with TSG, it gives SAP somewhere to meet with their clients and prospective clients and demonstrate the capabilities of SAP’s software. It also gives TSG the ideal environment for interactive team meetings and data-based strategy planning supported by SAP’s software.