THE RESULTS
EXPERIENCE VISITS
258,000+
People who entered TECNO's augmented reality world.
UNIQUE EXPERIENCE USER VISITS
247,000+
The number of different users who scanned or clicked into the experience.
AVERAGE EXPERIENCE DWELL TIME
2m30s
Once inside, users stuck around!
CAMPAIGN SOCIAL IMPRESSIONS
63m+
Across owned TECNO platforms, the campaign spread far and wide.
CAMPAIGN EXPERIENCE INTERACTIONS
49,000+
Users who played the penalty shootout game, downloaded wallpapers, signed their contract and more.
CAMPAIGN SOCIAL REACH
22.5m
The accumulative #AnnounceYourself campaign reach.
TRY FOR YOURSELF!
TIK TOK AND INSTAGRAM REELS
A CONTENT STRATEGY TO DRIVE TRAFFIC
Getting people to the experience was also a must. Through organic and paid content, we delivered are than 750 unique assets across TECNO's international channels, comprising promotional artwork, player videos and hype teaser edits.
Among them were player stories of their own experiences of signing for Manchester City and taking part in penalty shootouts - subject matter that correlated with what users could find inside the experience.
On a weekly basis, we also pushed audiences to the experience to download uniquely illustrated Manchester City mobile wallpapers, available only once inside!
A WORLD-FIRST AUGMENTED REALITY CAMPAIGN
THE IDEA
TECNO Mobile came to AND THE NEW with a bold challenge at the beginning of 2022: create us the most impactful, engaging and innovative brand campaign seen within football to help us maximise our partnership with Manchester City.
Our response: no sweat - it's what we do!
You saw the brief: impactful, engaging and innovative. So we thought, how can we serve a totally global audience and through TECNO's brand position of creating unforgettable digital experiences, take the end user as close to reality as possible.
After crunching the objectives and aims from the complete brief, we put a host of ideas TECNO's way that could truly move the needle for them.
Eventually, #AnnounceYourself was born - a campaign underpinned by an augmented reality experience never before seen in football, that brought users closer to the partnership and Manchester City than ever before.
Supplemented by an always-on digital content campaign, large-scale paid media strategy and the utilisation of partnership assets with Manchester City, we were able to take #AnnounceYourself to the world in the most integrated way possible.
THE EXECUTION
Using advanced, web-based (no app or sign up required) augmented reality, audiences anywhere in the world could scan a bespoke QR code or hit a URL and be taken inside the world of Manchester City.
A custom-designed AR gateway of the Etihad Stadium could be placed anywhere within your surroundings, and you'd then be warped into a 3D representation of the venue itself, before venturing off and interacting in a variety of ways.
Within, you could tour City's stadium and training ground in immersive 360, sign your player contract, meet the players, enjoy video content, download exclusive mobile wallpapers, discover TECNO products and return weekly to uncover digital easter eggs.
One of its main USP's, howvever, was a 3D penalty shootout game within the stadium. Users could step up to the spot and take five penalties, sharing their certificate to social media for the chance to win a VIP trip to the UK to watch Manchester City play.
Combined, it created a world of rich user touchpoint, interaction and brand elevation for TECNO.