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.

//synergy.global/wp-content/uploads/2016/05/SSE-3.jpg

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".

//synergy.global/wp-content/uploads/2016/05/SSE-2.jpg

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?

//synergy.global/wp-content/uploads/2016/05/Golden-BMWs.jpg

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.

//synergy.global/wp-content/uploads/2016/05/GoldenBMWCSLR2.jpg

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%.

BMW & The Ryder Cup

BRIEF

Maximise awareness of BMW’s partnership with the Ryder Cup by generating 3 million impressions and securing a minimum of 240 warm leads through Twitter.

//synergy.global/wp-content/uploads/2016/05/Ryder-Cup-image-2-for-BMW-DriveYour-Team-case-study.jpg

SOLUTION

A live and interactive social commentary on the Ryder Cup. We used real-time Twitter content to constantly keep fans informed of the battles taking place on the course, with a number of big broadcasters copying our 4-image-tweet format in their own feeds! The Blue v Red, Europe v USA campaign identity dramatised the intensity of the competition, and inspired fans to tweet motivational messages to their heroes. We made the best fans’ tweets famous, and rewarded them with tickets to Gleneagles. And to add a bit of social fresh air, we commissioned unique illustrations of everyone’s favourite Ryder Cup moments and surprised re-tweeters with tickets and prints of the iconic artwork.

//synergy.global/wp-content/uploads/2016/05/pic2.png

RESULTS

6.8 million social media impressions, more than double our target, and the Twitter activity was directly responsible for 518 product leads - double our target. The Drum described the campaign as “dominating” the Ryder Cup conversation, whilst Twitter themselves called out #DriveYourTeam as exemplary practice.

//synergy.global/wp-content/uploads/2016/05/pic4.png

Stories of Power and Grace

BRIEF

Make an emotional connection with an audience beyond the traditional polo fan, whilst leveraging the brand’s horsemanship heartland.

//synergy.global/wp-content/uploads/2016/05/Royal-Salute-image-2-for-new-website.jpg

SOLUTION

We researched, wrote, produced and published ‘Stories of Power & Grace’, a series of epic short movies shot in beautiful locations around the world. Each film told the inspiring human story of a person whose life had changed as a result of a passion for horses and horsemanship. In Film One, ‘The Polo Player & The Horse Whisperer’, we told the intertwining stories of Facundo Pieres and Jean-François Pignon. Film Two, ‘The Rider’, the story of Nakoa Decoite, a Maui-based polo player and big wave surfer, explored how horse riding carried Nakoa onto the crest of the world’s most infamous wave, Jaws. The hero films were each accompanied by posters, tweets, trailers, teasers and ‘making-ofs’, all of which embodied Royal Salute’s core brand positioning of Power & Grace.

RESULTS

We proved the power of beautifully executed creative content in achieving massive reach and appreciation. As an example, ‘The Polo Player & The Horse Whisperer’ reached over 1.5 million views across Facebook and YouTube despite a media buy that promised only 250,000 views. We aimed for a very respectable 'like' ratio of 70% and quickly hit 99.5%.

Royal Salute

RBS 6 Nations

BRIEF

Fully integrate the RBS values into all RBS 6 Nations social media communication, creating sustainable brand affinity.

RBS 6 Nations

SOLUTION

Using our team of experts in the Synergy LIVE Studio, we published real-time reactive content that embodied RBS’s brand values and "said what fans wanted to say better than they could say it themselves". Distributed across the official @RBS_6_Nations Facebook and Twitter channels, our team produced quick-witted highly shareable content that played on the big talking points of each match. The content strengthened the connection between RBS and the biggest annual rugby tournament in the world, whilst nurturing and growing the second biggest rugby community in the world.

//synergy.global/wp-content/uploads/2016/05/RBS_Still_CrownJules_R4.jpg

RESULTS

In 2015, RBS 6 Nations Live inspired 670,400 interactions across both Facebook and Twitter and gained an incredible 68,600 new followers    a 20% increase year on year. Importantly, all 218 pieces of content were produced and published within 3 minutes, ensuring the brand was right there at the heart of the moments that mattered to the massive tournament fanbase.

//synergy.global/wp-content/uploads/2016/05/RBS_GIF_WhiteWash_R5.gif