SPONSORSHIP ACTIVATION THAT DROVE OVER 645,000 MINUTES OF ACTIVE CONSUMER DWELL TIME WITH AN IMMERSIVE CAMPAIGN LIKE NO OTHER
THE CHALLENGE
TECNO Mobile wanted to activate their global sponsorship of Manchester City to engage the emerging middle classes in emerging markets and position themselves as a more premium offering.
Despite a huge global partnership with the Premier League Champions, they had never really activated the sponsorship to any measurable success. They wanted to change this with a campaign that would directly engage consumers and fans alike in their target markets, build brand trust, and showcase their innovative “Stop At Nothing” brand spirit. To bring this to life, they turned to AND THE NEW.
THE STRATEGY
We undertook numerous insights studies on the target audience to unlock what was important to them. At the heart of it was the psychological desire for status. We had to elevate people’s status and desire to experience new things at every turn. In addition, we realised that our global audience will likely never experience a match day at the Etihad.
In line with the Premier League January transfer window, we created the ultimate fully immersive campaign to give fans and consumers worldwide the chance to experience the buzz of signing for City on Transfer Deadline Day.
Delivered over the course of 5-weeks, the campaign featured a Web-based Augmented Reality experience that welcomed users to Manchester City on their “first day signing for the team”, with an in-built penalty shootout game, paid ads distribution, organic social content, geo-targeted website displays, and in-store POS branding the campaign took TECNO Mobile’s sponsorship to new heights.
It all started with a clear understanding of the audience and a strong storyline. From there, our teams worked hard to create a cutting-edge technology-based activation with an end-to-end distribution campaign to match. From WebAR through to in-stadium QR codes, paid media, organic branded content and more, our team managed the entire process so that TECNO Mobile could sit back, relax, and watch the result roll in.
THE RESULTS
Put simply, this transpired to be TECNO Mobile's best performing sports partnership campaign in their history, and one of Manchester City's most successful, too!
70.3M
Impressions across social media channels
258,197
Unique visitors clicking through and engaging with the experience
2M30S
Average dwell time adding up to over 645,000 minutes of consumer dwell time
OUR TROPHY CABINET
