Work

#GoGlasgow – Glasgow 2014

BRIEF

Use SSE’s sponsorship of Glasgow 2014 to convey and unite SSE’s presence across England, Ireland, Scotland and Wales, and bring warmth to the brand.

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SOLUTION

In an innovative collaboration with Glasgow 2014, SSE supercharged fans’ social support with the #GoGlasgow ‘Social Medal Table’ hosted on glasgow2014.com and the SSE site. Nation-specific hashtags were used to gather and compare social support between nations, with SSE pledging athlete funding to the home nation that demonstrated the strongest support across the Games. The voice of the fans was published as an ever-evolving real-time medal table, while social snacks of the story were published across Twitter, Facebook and PR channels.

RESULTS

#GoGlasgow ignited the Glasgow 2014 social conversation, generating positive brand impact amidst extremely challenging times for the energy sector. The campaign achieved the highest sponsor awareness, generating over 50,000 tweets. According to Twitter themselves, #GoGlasgow achieved "striking moments on an individual and a grand scale".

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BMW England Rugby

BRIEF

Make BMW and its vehicles central to England Rugby and the fans’ experience, and drive engagement and leads.

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SOLUTION

Famously, England rugby fans’ favourite song is ‘Sweet Chariot’. And notoriously, the fans’ travelling experience to and from Twickenham Stadium for England games is difficult. We leveraged these two insights with the BMW Sweet Chariots campaign. A launch film featuring the England team on the road singing Sweet Chariot went viral, and was followed by the appearance of the BMW Sweet Chariots, a fleet of England Rugby-liveried BMWs which offers fans chauffeur-driven rides to and from matches at Twickenham via digital and experiential promotions.

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RESULTS

The launch film achieved over 500,000 views and national media coverage, and the BMW Sweet Chariots have become a fans’ favourite at Twickenham and generated thousands of leads.

Fan v Fan

BRIEF

Create an integrated campaign to leverage Betfair's ECB partnership during the 2009 Ashes Series, dramatise the Betfair exchange, and drive awareness and acquisition.

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SOLUTION

We pitted two Ashes legends, Phil ‘Tuffers’ Tufnell and Jason ‘Dizzy’ Gillespie, against each other in a series of madcap challenges ahead of each Test. The challenges, which included pedalo racing in Cardiff Bay and a lawnmower grand prix at Lord’s, culminated in the loser, Gillespie, being body-painted with the St George’s Cross. The funny, vivid nature of the challenges, highly differentiated from other brands’ Ashes activity, spearheaded a fully integrated digital and PR-led campaign which proved irresistible to fans and the media alike.

RESULTS

Spontaneous brand awareness increased by 6%. 29% increase in customer acquisition. 191 pieces of national media coverage.

Rugby World Cup 2015 – England Shirt Launch

BRIEF

Leverage the power of the Rugby World Cup in England to create the most commercially successful and socially-engaging England Rugby shirt launch in history, and reinforce Canterbury’s status as the number one rugby brand.

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SOLUTION

The campaign flipped the traditional shirt launch on its head, giving the honour and glory to England Rugby fans all over the world.

‘Committed to the Rose’ challenged fans to demonstrate their commitment to rugby for the chance to launch the England shirt. Activation included a ‘click to commit’ button across social media channels, giving thousands of fans the chance to launch the shirt first on their channels and (for fans who bought a shirt they had never seen) the opportunity to launch the shirt at 15,000ft with the help of England players and The Red Devils parachute display team.

RESULTS

Canterbury sold all shirts before England’s first RWC match, a new record.

124% growth on shirt sales versus 2014 shirt launch.

‘Launched by the Loyal’ generated 1.9 million impressions and turned 3,660 fans into ambassadors and influencers, reinforcing Canterbury’s position as the number one rugby brand.

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My First Run

BRIEF

Use the Great North Run sponsorship to inspire non-active women to get active, to raise awareness of Bupa’s products and services, and to generate leads.

Jo Whiley for Bupa

SOLUTION

Using the twin insights that people are more likely to be inspired to get active by people like them, and more likely to stay active by exercising with a friend, we led the campaign with DJ, mum-of-four and non-runner Jo Whiley, and mum-of-four and new runner Susan Spence, who was one of hundreds who volunteered to be Jo’s training buddy via the Bupa Running Facebook page. The integrated PR and social media campaign told the story of Jo and Susan’s journey from their first training run together in July to the Great North Run finish line in September.

RESULTS

Over 48,000 people inspired to take part in their first-ever organised run.

Over 42,000 leads generated.

98 pieces of coverage in key target media.

A two-minute campaign feature film shown during the live BBC broadcast of the Bupa Great North Run to 1.6 million viewers.

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