Work

Beko Official Partner of Play

BRIEF

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?

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SOLUTION

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.

RESULTS

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.

SSE & Women’s Football

BRIEF

Create a new sponsorship asset that brings to life SSE’s ‘Proud to make a difference’ brand proposition in a credible, differentiating and tangible way.

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SOLUTION

After a 360-degree analysis of potential assets and routes to market, we recognised that Women's Sport could make a major contribution to actively demonstrating that SSE is making a real difference to its customers, communities  and the country whilst at the same time enhancing its reputation.

After months of work, in June 2015, at the same time the England Lionesses were thrilling the nation at the FIFA Women’s World Cup, SSE became the first title sponsor of the SSE Women’s FA Cup, taking SSE where other brands can now only follow.

Our supporting #GirlsTakeOver campaign tapped into the growing interest and excitement in the women’s game and inspired girls across the country that they too could be the next Eni Aluko or Lucy Bronze.

We launched the sponsorship at Wembley, where the Final would be hosted for the first time in its history, with literally hundreds of girls taking over the stadium in a PR blitz. As part of that message, SSE also gave away all of its match-day rights at the Final to the next generation of football stars.

RESULTS

The SSE Women’s FA Cup Final was the biggest of its kind, with over 30,000 fans at Wembley to see Chelsea win the SSE Women’s FA Cup and 1,989,000 viewing live on BBC. We generated branded media visibility worth £3.3m and 500 pieces of 100% positive SSE-branded media coverage. In just five days, 800 people entered our SSE player escort, ball & trophy presenter competitions, our two #GirlsTakeOver films had 970,000 views with minimal paid media support, and our social media campaign generated 400,000 social impressions. All in just two months!

SSE Women's FA Cup

Ryder Cup 2014

BRIEF

Use The Ryder Cup to bring to life the brand’s ‘World Class As Standard’ positioning for their C-Suite audience.

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SOLUTION

A series of high-quality films featuring former Ryder Cup captains Curtis Strange and Sam Torrance providing compelling insider insights into the event, on themes including preparation, decision-making and execution. The films were amplified by media outreach targeting C-Suite and golf media.

RESULTS

Over 80 pieces of coverage in target media across Europe and the US.

Sky Sports built the content into their Ryder Cup coverage, making it available to view on demand.

Bringing Style Back To F1 – Terrazza Martini

BRIEF

In 2014, we successfully brought the iconic Martini Racing stripes back for the Formula One grid, launching Williams Martini Racing to the world’s media at an event in central London. Using Formula One as a platform, our challenge was to reinvigorate the Martini brand – getting a new generation to fall in love with the brand.

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SOLUTION

We re-imagined the Terrazza Martini, integrating local cultural tastes, music, art and food to create the ultimate aperitivo destination in race cities across the world from Barcelona to Milan, Liege, Mexico City and São Paulo.

Our challenge was to move Martini from sports back pages and into lifestyle press and the consciousness of a new millennial audience, using Formula One as the catalyst. In order to do so, we engaged local and international influencers and ambassadors, including appointing Israeli model Bar Refaeli as Global Race Ambassador and model-turned-photographer Cate Underwood as Official Race photographer, giving a new and fresh take on life in the paddock.

At each Terrazza event, we ran live social newsrooms and developed partnerships with global content producers such as Vice, LeCool and DrinksTube, to help spread the reach far outside the confines of the city.
With high profile outdoor media and a strong on and off trade presence, we took over race cities with the iconic Martini Racing stripes, introducing Martini to a new generation and making it the most talked about brand away from the circuit.

RESULTS

The Terrazza Martini series provided drinks in hand to over 41,000 people and was visited by 50,000+ people globally.

Through our partnership with Bar Refaeli and Cate Underwood as ambassadors of the Terrazza series, we secured over 2,000 pieces of coverage globally, moving Martini from the sports pages into lifestyle.

The total combined audience reach including PR, influences, OOH and digital and social media reached over 507m.

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