Beko was in its second season as a Global Premium Partner of FC Barcelona that saw its logo placed on the sleeve of the team’s kit, but they had not yet activated the sponsorship with a fully integrated comms campaign. How could Beko leverage the global marketing opportunity created by FC Barcelona, while enhancing their brand and engaging with their audience?
Built on the insight that Beko and FC Barcelona share the same values of ‘play’, we launched Beko as Barca’s official ‘partner of play’ worldwide, a campaign that sees Barca superstars including Lionel Messi, Luis Suárez, Neymar Jr., Andrés Iniesta and Gerard Piqué appear in advertising, in-store, in-stadia, in real-time social media activity, on digital channels and in the media. The campaign also features money-can’t-buy opportunities for fans, including the chance for the ultimate chance to play – at Camp Nou.
A true Global-Local success story across 32 markets, demonstrating how animating your ambassadors gives you endless creative opportunity. All markets leveraged the centrally created animation assets and many went on to create their own local activity. Our ‘Time 2 Play' film featuring FC Barcelona’s stars established the campaign message that everyone needs time to play, and performed brilliantly, securing 1.27m views in a matter of days. And our collaboration with the F2 Freestylers achieved over 11 million views and inspired 5,400 people to submit their personal goal celebration to win a chance to Play At Camp Nou. All this on top of 46,000 real-time video views and the best PR Beko have ever had from a global sponsorship, with a total reach of 96.4m.