As another year comes to an end, now seems a suitable time to reflect on a whirlwind 12 months for Synergy.
Here we outline some of our most innovative work in 2014, what the wider implications are for the industry, and what other campaigns have caught our eye and set the benchmark for what will undoubtedly be another busy and exciting year:
What we did:
2014 kicked off slightly early for some of the team at Synergy, who were at Twickenham activating IG’s inaugural sponsorship of The Big Game. Through the ‘Big Game, Bright Lights’ campaign, we looked to capitalise on the down-time that half-time offers and re-invigorate the crowd for the second half. By innovatively using Twickenham’s LED inventory, fans experienced an audio-visual spectacular that connected IG’s brand with Harlequins and gave fans the chance to win some amazing prizes.
Half-time at sports games have often felt like a necessary evil for sports fans in the UK; a short break to allow the players to recover and fans to visit the facilities. The Pepsi Half-time show at the SuperBowl in February emphasised that US sport is still the benchmark for half-time entertainment, but IG’s work at Twickenham showed that, with a clear insight and innovative use of standard sponsorship inventory, the half-time break may no longer simply be used as an excuse to get the drinks in.
What we did:
The RBS 6 Nations tends to dominate the sporting agenda in February, and is often when Synergy is at its most active. As part of the RBS 6 Nations activation, Synergy helped to produce a series of films based on defining moments from the tournament. These films truly encapsulated the values of sportsmanship, perseverance and teamwork that the brand and the fans love about The Championship.
Capturing sport’s inherent ‘truths’ like this, and amplifying them to produce content of interest, based on real insight, is a gift that fans want to receive. Guinness also managed this feat, with their films in honour of Jonny Wilkinson, Shane Williams and Bill McLaren, whilst Barclays’s impressively moving Premier League film captured the essence of the match day experience that makes football so special for fans, and so valued by brands.
What we did:
The Capital One Cup Final in March saw the climax of Capital One’s season-long campaign focused on ‘supporting the supporters’. As part of the Final activity, Capital One looked to maximise the audience of the final by offering free Now TV passes to those not lucky enough to have access to Sky Sports. This was a big gesture that delivered true value to football fans, who would otherwise have missed the first final of the 2013/14 season.
Extending the true excitement of an event beyond those lucky enough to attend is a challenge facing a number of brands and rightsholders. However, alongside Capital One’s work, there have been a number of other examples in 2014 of brands bringing events closer to non-ticket-holders. Two that we particularly enjoyed were The National Theatre’s continued commitment to its National Theatre Live programme, which involves live screenings of theatre shows at local cinemas, and Manchester United’s partnership with Google+ that allowed fans around the world to ‘be’ at Old Trafford by appearing live on the pitch-side perimeter boards.
What we did:
In order to kick off MasterCard’s partnership with Rugby World Cup 2015, Synergy created a photo moment on the Thames involving All Blacks legend Dan Carter kicking conversions over Tower Bridge. As emphasised on the Synergy blog, a good photo idea has to be reinforced with insight and good management in order to be successful. Both of these boxes were emphatically ticked here, with the resultant images capturing the imagination of the national media and providing one of the most compelling sports PR shots in recent memory.
Other striking PR shots that grabbed our attention this year included the Yorkshire Building Society dying 150 sheep yellow in honour of the Tour de France and Puma’s water projection on The Thames to launch the new Arsenal kit. Once again, these examples looked fresh and innovative and therefore excited the media and fans alike.
What we did:
BUPA’s ‘My First Step’ campaign looked to get more people running by emphasising the ease with which people could start, or re-start, training. As part of the planning, BUPA and Synergy found that 60% of UK adults believed that their bodies would not be up to running once they reached 60, a myth BUPA looked to dispel as part of the campaign. 63 year-old non-runner Jennie Bond was recruited as an ambassador, as we followed her training journey that culminated in her completing the BUPA London 10,000 event.
Consumer insight is clearly crucial for a successful sponsorship campaign, with the best examples based on thorough planning. Whilst the success of the ‘My First Step’ campaign was built on a relevant and robust consumer insight, we make no excuses for including another piece of Synergy work from 2014 that emphasised the importance of understanding a target audience. Ahead of Round 4 of the Capital One Cup, Capital One gave Brian Clough-style green jumpers to Nottingham Forest’s away fans at Tottenham as a tribute to their legendary manager. The story and images received widespread acclaim and, whilst the execution was impressive, the success of the story was thanks to the team’s insight around the 10th anniversary of Clough’s death and his unforgettable status within the game.
What we did:
June at Synergy signalled the launch of Coca-Cola’s ParkLives project. Following many months of in-depth planning and research, the aim of getting more people more active more often was brought to life through this bespoke programme in partnership with local councils, which provides free activity classes for local people in local parks in cities across the UK.
The planning for the ParkLives campaign re-iterated that self-created programmes can often be the best way for brands to achieve their CSR goals, rather than simply buying an off-the-shelf proposition. Another great example of this in 2014 was Western Union’s ‘Pass’ programme around the brand’s UEFA Europa League sponsorship. Each successful pass made during the competition signified a contribution of financial support for quality education of young people around the world.
What we did:
The SSE team at Synergy were up in Glasgow at the 2014 Commonwealth Games for the culmination of the brand’s GoGlasgow campaign. One of our many roles up in Scotland was managing SSE’s experiential activity on Glasgow Green, which allowed fans to capture a unique photo of themselves supporting their nation. Importantly this activity linked seamlessly into SSE’s wider campaign and fed into a digital leaderboard that acted as a real-time tracker on the conversations around the Games.
Whilst by no means a new trend, by linking the experiential activity to the wider campaign and creating a strong digital output, the reach of SSE’s footprint went far beyond those lucky people at the Glasgow Green live site, and therefore generated significant engagement levels. Another really simple idea that we loved from this year was Nescafé’s activity in Croatia that again blended the online and offline world simply and effectively to create a fun and shareable experience.
What we did:
A couple of crazy days in late August saw Synergy manage the media launches for both the Guinness Pro 12 and Aviva Premiership 2014/15 rugby seasons, and give journalists, staff and fans unique access to two of the biggest club rugby competitions in Europe. The Guinness launch focused on staff engagement at Diageo’s global HQ in London, which gave employees the chance to quiz the Pro 12 captains; whilst Aviva’s event at Twickenham harnessed the Twitter reach of several of the players by creating the first ever ‘Captains selfie’ which provided fans with a fun, new viewpoint of the launch.
One of the obvious benefits of sponsorship as a marketing tool is the ability for a brand to give their target audience behind-the-scenes access to something about which they care passionately. Whilst not specifically a launch, The FA’s use of the trophy to promote the sense of adventure around the upcoming third round of The FA Cup is a heart-warming example of a rightsholder giving fans unique access to something special (in this case, young fans being able to take the trophy on a series of their own adventures).
What we did:
2014 has been a massive year for Martini and Synergy, as we have helped take the iconic stripes back to the Formula 1 grid through the title partnership of Williams Martini Racing. In September, at Martini’s home race at Monza, a massive pan-European trade promotion reached its climax, with consumers and trade partners having the chance to experience an exclusive Italian weekend. This included rooftop parties, power boating on Lake Como and, of course, access to the Italian Grand Prix itself, and Synergy were on-hand to ensure this massive operation ran smoothly.
Global sponsorships don’t get much bigger that a Formula 1 car deal, and Martini have used their sponsorship effectively to create unique promotions that engage with their target audiences. We also loved Coca-Cola’s huge FIFA World Cup on-pack promotion – offering consumers the chance to win one of a million footballs. For a brand that is committed to helping people get more active, this was a bold statement of intent. The additional element of a 10p donation to StreetGames for every purchase showed a brand that is embracing the Social Era and also reiterated that sponsorship, shopper marketing and CSR can work brilliantly together when applied correctly.
What we did:
October was all about The 2014 Ryder Cup, and the BMW and SLI teams at Synergy used their sponsorships in very different ways to achieve their objectives. BMW focused on generating sales leads and bringing fans closer to the action, with all activity centring on the #DriveYourTeam hashtag, whilst SLI used the tournament to demonstrate their ‘World Class As Standard ‘proposition. Two unique content strategies helped to achieve these objectives, with BMW focusing on using Twitter to create relevant and reactive golf content for fans and SLI creating long-form video content with ambassadors Sam Torrance and Curtis Strange to connect the World Class attributes of The Ryder Cup with Standard Life Investments.
As we all know, a single sporting platform can be approached in very different ways, and a third brand (this time a non-sponsor) who once again used The Ryder Cup as a prime PR opportunity was Paddy Power, and we loved their approach, using a tongue-in-cheek appearance from Nigel Farage to extol the virtues of Europe coming together.
What we did:
The QBE Internationals are always a busy time in Synergy’s calendar and this year we were busy creating fantastic social content for our new client, and England kit manufacturer, Canterbury. Using Canterbury’s innovative new shirt fabric as our literal canvas and creating messaging that linked the product with the team, we were able to put an innovative spin on real-time messaging and put the shirt at the heart of Canterbury’s content.
As the fan appetite for real-time content continues to grow, the evolving challenge for brands is how to get serious cut-through from their communications. We therefore also liked Virgin Media’s real-time newsroom during the Commonwealth Games, which created fun, amusing and – most importantly – differentiated sponsor content throughout the Games.
What we did:
December has seen another milestone reached for Synergy, as the first instalment in a series of Royal Salute videos inspired by the world of horsemanship, reached over a million views on YouTube (across four geo-tagged edits for different markets). This visually stunning video beautifully encapsulates the bond between man and horse, and is perfectly in keeping with a luxury brand with a strong heritage in polo.
We have thought about some of the other content we have enjoyed in 2014 and in no particular order, three of our favourites include:
The ultimate ambusher pulled off a masterstroke – brilliantly framing the key moment before a game (the moment when Beats headphones have an obvious and key role for the players) with a little help from among others – Neymar (and his dad), Fabregas, Van Persie, Lebron, Serena and even the two stars of the World Cup final – Schweinsteiger and Gotze. The presence of the pantomime villain Suarez didn’t even detract from it!
We loved how Nike brought out the personalities of their superstars and used animation in a fresh and interesting way, helping them to get around the obvious problems of bringing together a wealth of their talent for a shoot. The medium also opened the door brilliantly to the unique #AskZlatan real-time content series.
A very different video – and one that doesn’t rely on any talent costs or high production values – but in an incredibly focused, simple and beautiful way reinforces Always’ commitment to empowering girls globally.
What do all of these videos have in common? All four of them are (in very different ways) tapping into something of genuine interest and relevance – whether a moment or a movement – and therefore people in their millions have actively chosen to watch, talk about and share them.
For Synergy, 2014 has unquestionably been a year to savour in sponsorship – here’s to another great year for the industry in 2015.
Germany’s victory against Argentina on Sunday evening signaled the end of what many are referring to as the greatest World Cup in living memory. The attacking football on show led to matches of the highest quality, with many of the world’s top players rising to the occasion and creating magical moments. However, the action on the pitch was not the only source of interest, with the marketing of the event inevitably leading to a number of worldwide talking points. As part of our Synergy team on the ground in Brazil, Reema Babakhan picked out her highlights:
1. Social media showed just how global the World Cup is
In particular, Twitter demonstrated this like never before during this summer’s tournament. Germany’s demolition of Brazil in the Semi-Finals broke the world record for the number of tweets about a single sport event, with 35.6 million tweets sent about the match, while 618,725 tweets were posted in just one minute following the final whistle of Sunday’s showpiece. And the conversation really is global, as neatly illustrated by this Twitter heat map from the Germany v Brazil match.
Away from Twitter, the World Cup Final became the most discussed event ever on Facebook with 280 million interactions during the game, dwarfing the 245 million set by the Super Bowl last year.
2. Suarez’s bite was the ‘Oreo Moment’
Suarez provided brands with a prime opportunity for some tongue-in-cheek real-time marketing. But, as we wrote on the Synergy blog, no brand managed to own the incident like Oreo at the Super Bowl.
3. Watch this space
Hublot’s huge new watch-style subs boards were a real coup, and they became one of the talking points of the tournament. It also highlighted a trend of World Cup sponsors’ unique activations becoming more and more visible with other examples including Bud’s Man of The Match, Coke’s Happiness Flag and McDonald’s Player Escorts. Food for thought for the IOC?
4. Gillette missed a sitter
We like Goal Line Technology, but we loved the free kick spray and, more importantly, we all talked about it. It also spawned hundreds of Twitter virals almost immediately, so why did Gillette take a week to capitalise on it?
5. Cahill’s lucky escape
Some activity is only seen in certain territories. Gary Cahill will be forever thankful to his agent for ensuring that Premier League fans were spared this cracker from Budweiser that aired hourly in Brazil:
6. All over for Sony?
Although no official announcement has been made, rumours are rife that this will be Sony’s last as a World Cup sponsor. A contributing factor to this decision may well have been how well they were ambushed by Beats by Dre, a move that caused such alarm that the headphones were explicitly banned by FIFA. Despite this, and Sony sending every player a pair of their headphones, some of the most talked about players from this summer’s tournament, including Neymar, Luis Suarez and Mario Balotelli, continued to be pictured wearing their Beats away from the stadiums.
The ad for Beats, filmed in Brazil, features the aforementioned players as well as Bastian Schweinsteiger, Daniel Sturridge, Mario Götze and Robin van Persie, and has had more than 22 million views on YouTube. Following Germany’s victory at the Final, it was announced that the full squad would receive a set of 24 carat gold-dipped special edition headphones.
7. Will Emirates ever activate?
One film, Pele in a polo shirt and their hostesses at the Final. Is that it?
8. A ball became a celebrity
The activation of @brazuca by Adidas was probably the sponsor coup of the tournament. With its irreverent posts, the official match ball became one of the must followed accounts of this year’s World Cup, with Zinedine Zidane, Samuel L Jackson and Pope Francis amongst the 3 million people to hit the follow button. Not only that, but the brand sponsors both the German and Argentinian kit, resulting in the first all Adidas final since 1990.
9. Nike still rules as an ‘unofficial’ sponsor
The #riskeverything campaign received unanimous nods of approval, a certain Mr Gotze is a Nike man and they still own the most iconic shirt in football, the yellow of Brazil.
10. But most Brazilians don’t buy Nike shirts
Up and down the bars at Copacabana, on the streets of Sao Paulo, on the beaches of Recife, the yellow shirt is worn, which sounds great for Nike, but it’s rarely the genuine article. The price is prohibitive for many Brazilians, costing almost 1/3 of their monthly salary. In response, some outlets reverted to reducing the costs to combat the endless fakes sold openly on the streets.
11. Social Media has made #gotgotneed even louder
In every school playground and classroom, the ‘got, got, need’ mantra has been spoken for years. This year, that mantra became louder as nostalgic adults also got involved like never before. Social media became a giant global playground for dedicated collectors of the famed Panini stickers. It’s likely this will be a world record year for Panini, especially with Brazil as its biggest market (8 million albums are currently being filled by the host nation alone).
And 3 off the bench…
12. The USA sees the light
Has the US finally fallen in love with soccer? The performance of USMNT certainly galvanised the US audiences, and it is clear that 2014 was the year that Americans finally learnt to fully embrace the spectacle of the World Cup. President Obama was amongst a host of high-profile USMNT supporters to articulate their support for the team through social media. Others included Justin Timberlake, Fergie, Kobe Bryant and Hulk Hogan.
13. Football saved FIFA. For now.
It was all doom and gloom in the weeks and months leading up to the World Cup. The infrastructure was not going be ready, the tournament would grind to a halt, there would be violent protests, and England would struggle to get past the round of 16. The predictions were (almost all) wrong.
Football won. It was so good that FIFA, and even Sepp Blatter, were given a break from the corruption allegations surrounding the Qatar World Cup. It remains to be seen how long that will last.
14. Messi wins Golden Ball (sponsored by Adidas)
Messi also happens to be Adidas’s most high profile ambassador. Coincidence? Perhaps, but the general consensus is that Messi didn’t do anywhere near enough to claim the plaudits this time.
|Analysis of industry data suggests that the F1 ecosystem raises over £1b per year from sponsorship. This includes Team Sponsors and Suppliers (ranging from £100m for the big boys to £20m for the smaller teams), F1 Partners (around £25m per year in cash or Value in Kind from each of the 6 global partners) and Race Sponsorship (around £10m for each of the races with title sponsors plus trackside advertising).|
|To put that into context, the London 2012 Olympic and Paralympic Games raised around the same amount (£750m from domestic sponsors plus around £250m contribution from the IOC for TOP partners) – but that was for a 4-year cycle.|
So here’s a question: Given how much is spent on it from some of the world's leading brands, why is F1 Sponsorship not at the leading edge of sponsorship thinking and activation?
It’s fair to say that F1 is ahead of the game in virtually everything else it does. So surely F1 Sponsors should be cleaning up at the major sponsorship industry awards. In fact, over the past 5 years, an F1 sponsorship has won only once out of a possible 47 SIA awards (Vodafone’s Best Sponsorship of a Team or Individual in 2009). Case studies from F1 should be inspiring sponsors in other sports. Here at Synergy, we should regularly be showcasing examples from F1 in the ‘What We Love’ section of Synopsis. But this just isn't the case – at least not to the extent that one would expect.
Don’t get me wrong, there are some great pieces of activation in F1 (I’ll point out some of them later), but as a whole, F1 sponsorship is pretty uninspiring.
Having run the Reuters sponsorship of WilliamsF1 from 2000 - 2003 (yes - I agree - it was nowhere near 'award-winning'!), I thought I would have a go at answering that question based on my own personal experiences.
1. Most Formula One sponsorships are B2B
Reuters primarily used F1 for B2B relationship building. A quick scan of F1 sponsors shows that over 40% have significant B2B businesses. There is little better than F1 if you have a relatively small number of high-value, global customers who you reach through targeted sales and marketing programmes. Travelling around the world to all the key markets, Formula One and Paddock Club™ are the absolute gold standard of corporate hospitality. With this being the focus of the brands' activation programme, it is little wonder that it remains unseen by the mass audience, award panels and the Synopsis editors.
|The activation challenge for the B2B partners, however, is to create the most compelling brand stories and event experiences to attract their audience. Because the fact is, especially in the small markets, most of the B2B sponsors are going after a very similar audience, in some cases exactly the same people.|
2. There is too much focus on brand exposure and logos on cars and not enough on activation
Whenever brand exposure is such a critical part of the sponsorship package, it is easy to rely too heavily on it at the expense of all the other things you can do with the sponsorship. I absolutely hate the “media value” figures that are at the heart of so many F1 sponsorships. However, it is easy to measure and as long as the media value is bigger than the cost of the sponsorship, brands can be tempted to think “job done”. In comparison, Olympic sponsors can't rely on any media value to justify their sponsorship. That's why they have to work much harder and be far more creative with their activation.
|A knock-on effect of this over-emphasis on media value is the fact that it can lead to an under-investment in activation. Typically, the rights fee is so high (because brands are paying for the exposure) that there isn’t enough left over for activation. I’m not a big believer in any rule-of-thumb ratios, but the proportion of rights fee to activation spend when I was at Reuters is definitely not going to make it into any how-to textbooks. I suspect this isn't unusual for F1 sponsors up and down the Paddock|
3. The calendar gives you no time to plan and develop great campaigns
The F1 season is relentless. The first race is in early March and the last race is in late November. In between is a never-ending cycle of travelling and managing the day-to-day execution of race weekends. Everyone goes on holiday during the 4-week summer break and at the end of the season, which then leads into Christmas. Trust me, if you want a year to fly past, get a job in F1.
Which basically just leaves January and February to do any sort of campaign development. But even those months tend to be dominated by tactical planning for the season ahead. There just isn't the time to think about a season-long campaign or a brilliant piece of activation.
Another challenge is the global scale required by an activation campaign. Japan, Abu Dhabi, Britain, the US and Brazil have very little in common with each other from a marketing perspective. So as an F1 sponsor you are sort of in limbo between creating and delivering a global campaign that doesn't quite work in loads of markets and developing local campaigns which feel a bit 'small' and short term.
4. The F1 community is too closed
There are some great people who work in F1. However, it needs more ‘churn’.
For example, when I needed a sponsorship agency, everyone I invited to pitch was effectively a specialist F1 agency. I understand why most sponsors do that, but it leads to a form of 'groupthink' where new ideas are thrown out in favour of "what we did last year" or "what we do with our other clients".
|This happens up and down the paddock. If an F1 team needs a new Account Manager, they are likely to hire someone from one of the other teams. If a brand needs an F1 Sponsorship Director, they are likely to hire someone who has done a similar job at another sponsor. If an F1 agency hires a new Account Director, they typically hire someone who already has F1 experience.|
The danger of this 'closed' community is that it loses the fresh influences and perspectives that drive creativity.
I know it’s tough (I’ve been there myself) but I think F1 sponsors need to be braver and set the bar higher for their activation campaigns. The benchmark should not be: “we want to create the best F1 sponsorship campaign”, but rather “we want to create the best sponsorship campaign”. And to do that, I think that it is critical for sponsors to look for inspiration outside the very small world of F1.
The point of this blog is not to say that there are no good F1 activations - because clearly there are some great examples.
My point is simply that given the number of world-class brands who are sponsors in F1, the amount that they invest and the possibilities of F1 as a platform, there should be far more ground-breaking activation programmes than there are.
Some of our Favourite F1 Activation Case Studies:
Johnnie Walker - Step Inside the Circuit Series
Johnnie Walker extended this campaign with some experiential activity in Travel Retail environments but at its core was some great behind-the-scenes content, from Monte Carlo (below), India, Singapore and other races
One car, no team:
London Grand Prix:
|The Silverstone Chase|
Hugo Boss - Dress Me for the Finale
Using a special online configurator, consumers in each country could create bespoke designs of the drivers’ race suits. The drivers wore the designs during qualifying for each race, while the best two designs as voted by the audience were worn on the Sunday during the Brazilian Grand Prix. Boss also did a good job of connecting this activation to their social media and retail channels:
|Red Bull - Faces for CharityIn exchange for a donation to charity (which Red Bull matched), consumers could upload a photo which was then put on the car for the British Grand Prix.|
Vodafone - Drive to the Big League
|Vodafone introduced this initiative at the British Grand Prix in 2010 which offered one of their small business customers the chance to put their logo on the car for the British Grand Prix. Vodafone have taken it to a whole new level in India now, where they have combined it with a Dragons Den style TV programme to select the winner – watch it – it’s brilliant!!!|
See - it is possible - more of that please!!!