British & Irish Lions Tour 2017 - One Team. One Standard.

BRIEF

Raise global brand visibility and increase understanding of the values Standard Life Investments share with the British & Irish Lions: an unrivalled team ethos and a commitment to excellence combining to achieve World Class results.

Use the partnership as a platform to engage with clients and involve staff to strength team culture and pride.

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SOLUTION

The campaign had three phases to establish, explore and reveal the importance of unleashing teams’ potential – both for the Lions and for Standard Life Investments.

With no access to players until the squad was announced in May, we signed five ambassadors: Head Coach Warren Gatland, Martin Johnson, Paul O’Connell, Gavin Hastings and Shane Williams.
We launched the campaign with a short film featuring Warren exploring the potential of the team and unlocking it to achieve World Class performances.

The RBS 6 Nations – widely accepted as the shop window for Lions selection– gave us the chance to benefit from the extensive fan and media conversation by creating the Lions Index, a series of social films featuring Martin Johnson and hosted by Sky Sports’ Alex Payne. Each examined match data and social conversation surrounding each Home Nation and analysed players’ performances in the context of bringing them together to create a World Class team.

In collaboration with Engine sister agency WCRS, we supported the ATL creative that showed Standard Life Investments’ and the Lions shared ambition to achieving world class performance through teamwork. The work went live across key online, print and OOH sites during the Autumn Internationals, RBS 6 Nations and Lions Squad Announcement.

When the Tour finally arrived in New Zealand, we made sure that Standard Life Investments were at the forefront of the media and fans’ minds through a series of on-the-ground activations. Meanwhile, we produced over 35 pieces of content featuring Rugby legends giving insight and analysis around each match, allowing Engine Media to achieve outstanding results through precise audience targeting.

RESULTS

Our content strategy fed the never-ending appetite for Lions-based content, we shared stories that communicated Standard Life Investments brand messages of World Class, Teamwork, and Potential.
Capturing and distributing content on a real-time basis allowed us to embed Standard Life Investments in the ongoing Lions conversation and ensure that what we shared was hyper-relevant.
The campaign delivered:

A 297% increase completed video views, with view rates increasing by 87% compared to previous campaigns.
Prompted awareness of the Standard Life Investments brand reaching 84% after the Second Test
Over 30.7 million content views across 81 countries
Over 100 pieces of editorial coverage in the UK alone.