As an existing client, Standard Life Investments called on Synergy when an opportunity arose with the British and Irish Lions. The property was there for the taking, but how could Synergy ensure the deal was raising awareness of their business globally, inspiring both their people and their clients, as well as develop a fully integrated launch plan for the partnership?
After negotiating the contract on behalf of Standard Life Investments the Synergy team began working on a launch plan. Across the month of January we delivered a press event, a series of internal staff and client events spanning the UK, created and delivered internal marketing materials and signed-up five legends of the game to represent Standard Life Investments as brand ambassadors.
The launch was met with excitement from the rugby audience, Standard Life Investments' staff and their clients alike. The press event delivered over 350 pieces of coverage across 14 countries. Standard Life Investments' digital channels saw over 14,000 social interactions with over 3,000 posts on Twitter alone driving more than 6,000 visits to the microsite from 51 countries worldwide. Through the ATL it is estimated that almost 25% of the UK population was reached, whilst the internal events with our rugby ambassadors engaged around 3,000 colleagues on the launch of the partnership.