Work

Sponsorship Strategy

BRIEF

Capital One hired Synergy in 2011 to devise their sponsorship strategy and identify potential assets that would best deliver against their brand and business objectives.

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SOLUTION

After a three-month consulting project, Synergy recommended the League Cup, which became the Capital One Cup in 2012. Synergy is responsible for managing the sponsorship and bringing Capital One’s positioning as a supportive brand to life through experiential and PR activity.

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RESULTS

Our ‘Support the Supporters’ activation strategy has been brought to life through myriad ideas, such as the ‘Capital One Convoy’ (free bus travel to the inaugural Final), ‘Grounds for Improvement’ (a campaign to upgrade grassroots pitches), and ‘Capital One + One’ (a free ticket promotion to Capital One Cup games). The sponsorship has helped transform the perception of the Capital One brand in the UK, and comfortably outperformed other longer-running equivalent football sponsorships in terms of brand attribution.

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London 2012 – Golden BMWs

BRIEF

BMW was a London 2012 Partner but had no marketing rights to the London 2012 Olympic Torch Relay. How could BMW leverage the national marketing opportunity created by the Torch Relay?

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SOLUTION

We leveraged UK communities’ excitement about the Torch arriving in their area by touring a convoy of three custom-liveried Golden BMWs around the Torch Relay route a day ahead of the official Relay. Alongside, we created an integrated social, PR and experiential campaign aligned with BMW retailers, including inviting people to ‘Spot, Snap and Share’ on social media their photos of the Golden BMWs to win London 2012 tickets.

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RESULTS

We re-imagined the possibilities of Olympic Torch Relay marketing by owning the 24 hours before the Torch arrived. Making the cars the star was equally critical: turning the BMWs gold created Olympic relevance, social media buzz and media appeal, and ensured that BMW was indivisible from the story. The campaign reached over 20 million consumers, inspired almost 50,000 visits to BMW retailers, and increased BMW UK’s Facebook community by 15%.

Club Colours

BRIEF

Create an authentic, high-profile, always-on connection with everyday football fans.

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SOLUTION

Title sponsorship of the Football League, delivering an always-on marketing platform to football fans in 72 communities across England and Wales during the regular season and ownership of the end-of-season Play-Off Finals. The sponsorship quickly became a platform for some of Coca-Cola’s most iconic and ground-breaking football marketing ever. It launched with ‘Club Colours’, changing the colours of the Coke logo, for the first time in Coke’s history, to those of the 72 Football League clubs. This was followed by ‘Win a Player’, which gave fans the chance to gift their club a £250,000 transfer fund - another world first and another campaign to which Synergy, as the agency at the heart of the sponsorship, was critical.

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RESULTS

Both ‘Club Colours’ and ‘Win a Player’ delivered stunning brand and business results and became instant classics in sports marketing – oft-imitated but never bettered – winning multiple industry awards in the process. And such was the success of the sponsorship that Coca-Cola continued for two terms.

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Rugby World Cup

BRIEF

Coca-Cola’s RWC 2015 journey began back in 2013 when Synergy were briefed to undertake a review of the GB sponsorship landscape. Coke wanted to understand which upcoming events and moments would most excite their consumers and have the potential to supercharge their business.

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SOLUTION

RWC 2015 was that moment, and Synergy’s role was paramount in developing the business case, helping sell this across the business and supporting the sponsorship contract negotiations.

Once signed, work began supporting operational and brand planning, including managing the day-to-day relationship with the organisers, and operational logistics including product provision for all 20 participating teams and 70 training and match-day tournament venues. We ensured Powerade’s world-class field-of-play presence, providing teams with 2,600 sipper bottles, 414 bottle carriers, and 90 eskies. And our on-site support role during the tournament took us to every stadium to maintain Coca-Cola’s visual and product presence.

We also managed Coca-Cola’s RWC 2015 approvals process, optimising use of RWC IP and campaigns such as Coke’s biggest ever rugby on-pack promotion.

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RESULTS

‘Win A Ball’ became the most successful on-pack promotion in history for Coke GB, with over 1.1m entries, helping Coca-Cola to rank as the #1 most recalled Tournament sponsor amongst its 16-49s target market. Driven by a 1.3m sampling campaign, RWC delivered double-digit volume growth for lower calorie variants Diet Coke and Coke Zero, as well as Glaceau Smartwater – another vital objective for the company.