BEST BRAND ACTIVATION – PREMIER LEAGUE
Chelsea FC & The Yokohama Rubber Co – 90min
90min is a global football media and technology brand focused on the digital generation. Parented by Minute Media, they are “The Voice of the Football Fan,” connecting with their audience through their innovative and tech-first approach to editorial, video, and social content. A truly global brand, 90min operates out of six different countries and produces content in 13+ languages connecting passionate football fans to everything happening both on and off the pitch.
For this activation, 90min partnered with Yokohama Tire Corporation, the manufacturing and marketing arm of The Yokohama Rubber Co., Ltd, to promote their Chelsea FC sponsorship and increase their brand awareness within the football community.
In their partnership with Yokohama, 90min set out to create the first interactive interview within the digital sports space, bringing fans closer to their heroes like never before. The campaign centered around a first person interactive tour of Chelsea FC, where fans were able to explore Cobham Training Facility and Stamford Bridge whilst interacting with Chelsea FC staff and players such as Frank Lampard, Cesar Azpilicueta, Willian Borges da Silva, Christian Pulisic, Tammy Abraham and Mason Mount.
Everton FC & Hummel
As the world faced the pandemic, and football was dealing with its impact on sponsorship, marketing and activation, Everton and new technical partner hummel sought to deliver a first for football – a ground-breaking kit launch that showcased new technical partner hummel’s commitment to investing in Club charity Everton in the Community, and saw football players from the Club charity’s Disability programme (celebrating its 20th anniversary) – become the focus. This activation was part of the wider ‘More Than Eleven’ 2020/21 campaign, spotlighting the strong bond between Everton – The People’s Club – and its worldwide community whose role is vital to Everton’s success. The strategy was to undertake a wholly online launch, using insight and research to underpin each kit creative – with each kit reflecting a different aspect of the relationship between fans and Club.
By using the challenges to focus the campaign in a digitally innovative and agile way, Everton and hummel delivered the Club’s three best-selling kits of all time.
More Than Eleven embedded hummel into the Everton Family, and consolidated the unbreakable bond between fans, players and the Club – when this sense of family was needed most.
Liverpool FC & Nivea Men
As a brand firmly rooted in strong caring values, NIVEA MEN launched a mission in 2019 to leverage their Liverpool FC partnership to make the day of Liverpool fans. Aiming to share the care far and wide, the series kicked off with a heart-warming surprise from Virgil Van Dijk to ASDA worker and Liverpool fan David Lyons. Whisked away from work and given a star-studded tour of Melwood, the day brought the biggest smile to the most deserving man.
As lockdown hit, the importance of the campaign grew, with episode two seeing season ticket holder David Kerruish surprised virtually by Jordan Henderson. Having lost both of his parents, and admitting to feeling low, Jordan’s call lifted a man at a time when he really needed it. The care continued to grow.
A further surprise for care home residents, with the donation of Ipads to keep families in touch, came when the Nation was missing loved ones, and needed to feel connected.
Then the biggest and final campaign of the year, with Mane surprising community hero “Lee Swan” surpassed 22.8 million views alone, and brought a year of adapted, yet impactful activation to a close, sharing the care far and wide.
Chelsea FC & Three – Kit Launch
For the kit launch, Three and Chelsea wanted to create a way to involve fans, drive interest and celebrate from the moment it was released. Coronavirus meant that the world looked very different to previous years and the normal formula for kit launches was not possible. However, the limitations brought forced innovation. Three chose to start with the fans, understanding their desire to get the new kit.
Three and Chelsea created the world’s first ever fan-unveiled kit launch. Three devised a way everyone could take part in what is traditionally a closed event. By using augmented reality, Three gave people the opportunity to digitally ‘try on’ the home shirt via their mobile on the day the shirt was officially launched, also marking the start of the partnership. It was the perfect way to showcase the network capabilities, mark the new partnership with Chelsea and drive mobile user behaviour.
This led to 33 pieces of earned media coverage, over 1m engagements across Three’s social channels and from famous Chelsea fans along, with 15k virtual kit requests.
Chelsea FC & Three – Support Someone Else
By appearing to challenge fan loyalty, this campaign was driven by an attention-grabbing moment; however, the true meaning behind the “Support Someone Else” initiative was soon clear. After an incredibly challenging year, Chelsea and Three were encouraging everyone to reach out to friends, family, loved ones (and even rivals) throughout the festive period. Encouraging people to pick up the phone, send a text or just check-in with those around you because you never know how important that could be to someone.
The campaign ultimately raised awareness of Three’s sponsorship through utilising Chelsea’s global reach and having access to household names such as Frank Lampard and Emma Hayes. The execution was bold and unexpected but the message important and timely. The campaign had a huge impact on all football fans, as well as relevance to a far wider audience who were potentially struggling with mental health or loneliness due to Covid 19 restrictions.
The campaign was fantastic for brand engagement, with Lampard’s video content delivering a reach of 8,065,069 and 1,842,082 views across Facebook and Instagram, while Twitter video views were 143% above the partner average for CFC. Meanwhile 33 pieces of coverage were generated, with 100% positive sentiment for Three.
Manchester City & Xylem – The End of Football
The end of football The most popular sport in the world finished Sounds terrifying doesn’t it?
While it may seem unimaginable, the threat may be closer than we think. As a result of climate change, the UK Environmental Protection Agency has issued multiple warnings of severe water shortages across the UK by 2045 To drive public awareness and encourage bold action, global water technology provider Xylem and Man City developed the ‘End of Football’ campaign that leverages the emotional match day experience to inspire viewers to take action on water issues.
The campaign comprises the main film and the ‘Water Hero Playbook’. The film takes viewers on an emotional journey following the life of a young City fan as she grows up watching football in the present day, before depicting a future in which the game is put on an indefinite pause due to water shortages. The ‘Playbook’ provides actionable tips on how fans can reduce their water footprint
The results are exceptional – within three weeks we reached 473 2 million (nearly 5x our stretch target), had 165 PR mentions (3x our target), 10 8 million views of the film (organic YouTube views 8x club benchmark), and engagement rates
Manchester United FC & Cadbury
Cadbury and Manchester United launched their partnership in a unique way: by shining a spotlight on loneliness among the elderly. It’s an issue that affects 1.4 million people in the UK alone, with 225,000 often going a week without speaking to anyone. The campaign launch included a visit to Old Trafford by a group of elderly United fans who met the players on the pitch as match day
Guests of Honour — creating uplifting images which were beamed around the world. The campaign became even more resonant when the pandemic struck shortly after the partnership launched, with so many elderly people caught in social isolation. Using the powerful platforms of two of the UK’s best-known and loved brands, Cadbury and Manchester United issued a call to action for fans to support the elderly in their communities, whilst raising awareness of their own new partnership.
West Ham United FC & Kissimmee
Experience Kissimmee created a bespoke experience for West Ham United fans during an unprecedented worldwide global pandemic. Whilst families were unable to attend games, socialise or even meet outdoors, the Best Seat in the house concept brought fans together to watch their beloved team alongside Legends of the game, from the comfort of their own homes. Ahead of every home Premier League game, West Ham United fans were invited to enter the competition and explain why they deserved to enjoy a unique experience, courtesy of Experience Kissimmee.
Experience Kissimmee facilitated a money can’t buy experience that engaged with supporters, virtually, and further supported their objective of driving affiliation between families and the brand. Fans joined Club Legends including Marlon Harewood and Jack Collison to watch the final 5 home games of the 2019/2020 season, hearing their exclusive insight into the games taking place, as well as listening to stories from their own playing careers.