Work

BMW England Rugby

BRIEF

Make BMW and its vehicles central to England Rugby and the fans’ experience, and drive engagement and leads.

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SOLUTION

Famously, England rugby fans’ favourite song is ‘Sweet Chariot’. And notoriously, the fans’ travelling experience to and from Twickenham Stadium for England games is difficult. We leveraged these two insights with the BMW Sweet Chariots campaign. A launch film featuring the England team on the road singing Sweet Chariot went viral, and was followed by the appearance of the BMW Sweet Chariots, a fleet of England Rugby-liveried BMWs which offers fans chauffeur-driven rides to and from matches at Twickenham via digital and experiential promotions.

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RESULTS

The launch film achieved over 500,000 views and national media coverage, and the BMW Sweet Chariots have become a fans’ favourite at Twickenham and generated thousands of leads.

Penalty Champions

BRIEF

Create a campaign to integrate Betfair's FC Barcelona and Manchester United sponsorships, dramatise the Betfair exchange, and drive digital engagement at scale with the clubs' fans.

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SOLUTION

A once in a lifetime opportunity for Barca and United fans: the chance to score a goal in front of a sell-out matchday crowd at Camp Nou and Old Trafford.

The Betfair Penalty Champions campaign took Barca and United fans on journey from placing a bet, to a home and away half-time penalty shoot-out between fans from the two clubs.

Every £10 football bet entered fans into the campaign, driving incremental revenue. Ten entrants from each club were chosen to take part in exclusive penalty training days hosted by club legends at Barca and United’s training grounds. The contestants’ best penalties were filmed and posted on the campaign hub, for a vote to decide which fans would become Penalty Champions.

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RESULTS

Promoted through FC Barcelona’s facebook page, Manchester United’s digital channels and an extensive social media campaign, over 142,000 Penalty Champions votes were cast, resulting in six finalists being chosen to represent their clubs in the two-legged shoot-out.

Through the recruitment, selection and shoot-out phases, we helped to deliver significant incremental revenue, new customer acquisition, engaging online digital content, and 19 pieces of UK media coverage. The Synergy Events team managed all on-the-ground activation at the club training grounds and, of course, the matchday shoot-out experience for the six lucky winners at Camp Nou and Old Trafford – won by Manchester United!

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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Find the Flag, Fly the Flag

BRIEF

Use Emirates’ exclusive rights to RWC 2015 matchday Flag Bearers to build an emotional connection with RWC fans in the UK.

Emirates Rugby World Cup Chiya Louie

SOLUTION

We created the ‘Find the Flag, Fly the Flag’ campaign for rugby fanatical, digital-native teens to become Emirates RWC 2015 Flag Bearers. The campaign featured clues to the location of hidden flags in RWC host cities around the UK being released on Facebook, Instagram and Twitter, offering teens who snapped selfies with the hidden flag the chance to be a RWC Flag Bearer, and a light-hearted film featuring Ben Foden putting winning Flag Bearers through an All-Weather Training Boot Camp to test their flag-bearing ability.

We also replicated the Flag Bearer experience at the RWC Fanzones. The Emirates 360° Experience used innovative bullet-time technology and 40 cameras to film fans flying their national flag, with every participant receiving an instant animated 360° GIF of their moment of glory to share on social media, and was replicated in stadia with a roaming Emirates Cabin Crew.

Emirates Rugby World Cup Chiya Louie

RESULTS

220 pieces of national and regional PR coverage.

12 million impressions and engagements on social media with minimal paid support.

15,000 rugby fans took part in the Emirates 360° Experience, with 80% saying they were more likely to fly with Emirates afterwards.

And the experience of a lifetime for 101 Emirates Flag Bearers.

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