SPONSORSHIP ACTIVATION THAT DROVE OVER 645,000 MINUTES OF ACTIVE CONSUMER DWELL TIME WITH AN IMMERSIVE CAMPAIGN LIKE NO OTHER
THE CHALLENGE
ECNO 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...
TAKING SPONSORSHIP ACTIVATION TO NEW HEIGHTS
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.
Inline 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
Account Reached
70.3M
Impressions across social media channel
Followers
258,197
Unique visitors clicking through and engaging with the experience
Reel Interactions
02.30
Average dwell time–adding up to over 6450,000 minutes of consumer dwell time
Reel Interactions
60+
Growth in Average Views Per Game across all game live broadcasts (Sky Sorts and YouTube
OUR TROPHY CABINET
HOW WE DID IT
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
WHY WE LOVE IT
"This is one of the most ambitious single-activation sponsorship campaigns we’ve ever seen. Alongside working with the Premier League Champions, the campaign had everything with a clear media distribution strategy. It’s one we’re so proud of and the numerous award wins are the icing on the cake!”
Dan Connor, Co-Founder
