Asia-Pacific Activation Case Studies

As Australia made its way to the final of the ICC Women’s T20 World Cup 2020, the team’s primary partner Commonwealth Bank reworked the famous “C'mon Aussie, C'mon” cricket anthem.

Nissin Foods, the official Noodle partner of Tokyo 2020, ran an early 2020 regional television and social campaign that aimed to break down the perceived Games-related divide between host city Tokyo and the rest of the country.

In December 2020, primary partner Honda leveraged its Vietnam Football Federation rights through a TV, digital and social campaign pushing the idea that every goal the side scored was a result of the shared dreams of the entire country.

Dream11's wide-ranging activation program for 2020, its first year as IPL title sponsor, included a GIPHY Channel strand that gave locked-down Indian cricket fans a library of social meme fuel.

UnionPay International used a three-phase campaign around the 2019 ICC competition to boost sales among Singaporean football fans

With fans stuck at home during Covid-19 lockdowns of 2020, Midea ran a three-month social media engagement campaign that saw Man City players and legends encourage fans to take part in a series of at-home skills challenges.

Based around a bespoke game prediction algorithm, KFC’s 2019 sponsorship of the Riot Games-operated League of Legends Pro League in China smashed the brand’s exposure and sales goals.

Swiggy’s IPL 2020 activation spanned national and regional television, digital and social with humorous content reinforcing its brand benefits of convenience and simplicity.

CTBC Bank leveraged its title sponsorship of the 2019 WBSC Premier 12 through a short film-led campaign that aimed to unite the country’s support for the national team and boost brand sentiment.

For the second year of its community sport investment campaign, in 2020, Australian bank St. George’s went bigger to help grassroots clubs suffering amid Covid-19.

Edtech startup Unacademy leveraged its IPL 2020 partnership – including title rights to the ‘Unacademy Fan of the Match’ and the ‘Unacademy Cracking Sixes’ – to target potential and current students aged 14 to 32.

The centrepiece of DHL’s Hero Indian Super League activation during the pandemic-affected 2020-21 season saw the international logistics brand deliver the match ball to every game via drone to minimise unnecessary contact.

Comedian Sacha Baron Cohen was brought in to work with Aussie tennis stars Nick Kyrgios and Ashleigh Barty to front Uber Eats’ 2021 Australian Open campaign.

Through 2019 and 2020, Woolworths leveraged its multiple Australian partnerships toward a bus tour activation promoting healthy eating among kids through community sport.

Through India’s 2019-20 I-League season, Real Kashmir FC and kit partner Adidas rolled out an influencer-led campaign to boost second team support for the club (which had to play all its matches away from home due to security issues in Kashmir).

In summer 2019, Australian Football League title partner Toyota promoted its annual ‘Good for Footy’ grassroots fundraising programme with a campaign fronted by footy legend Jonathan Brown.

Unilever deodorant brand Rexona used its 2020-21 Big Bash League rights to drive home its key product message about keeping cool under pressure by placing the brand logo under the arms of BBL umpires.

The Association of Mutual Funds in India leveraged its associate partner status of the 2020 IPL to drive investment in mutual funds through a cricket commentary style campaign on audio streaming services and social media.

In 2020, National Australia Bank activated its title partnership of the AFL’s official boys and girls league throughout the usual March to September season even as pandemic brought play to a halt.

To celebrate what would have been Bob Paisley’s 100th birthday year, Standard Chartered updated its Stand Red campaign for 2019-20 by using modern tech to connect fans with the legendary manager.

To boost New Zealand’s small business economy after the pandemic shutdown of 2020, ASB Bank leveraged its partnerships with New Zealand Rugby and Eden Park Stadium with an SME-focused activation.

In 2018 and 2019, Sydney Roosters shirt sponsor Steggles ran two versions of an activation that saw men’s team players replace the poultry brand’s logo with the names of women.

Indian fintech brand CRED, an official partner of 2020 Indian Premier League, leveraged its rights through a series of tongue-in-cheek TV and online ads starring iconic celebrities from the 90s.

P&G beauty brand SK-II reacted to the pandemic-enforced delay of the 2020 Tokyo Olympics by pivoting to a tactical, social-first campaign targeting young Japanese women and fronted by swimmer Rikako Ikee.

In 2019, Audi leveraged its partnership with AFL club Hawthorn Hawks through a player ‘fast lap experience’ aimed at driving Audi Sport consumer test drive bookings.

Activating its long-term partnership with the AFL around the 2019 Grand Final, NAB brought its Mini Legends campaign to life through an on-site experience to engage with thousands of fans at the AFL Grand Final Live Site fan space.