Activations

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.

As Covid-19 struck the UK, West Ham and its Official Destination Partner created a branded virtual activation that brought contest winners and club legends together to watch home Premier League matches.

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.

The 2019 TCS New York City marathon official app became the races’ most downloaded ever by offering features including a set of augmented reality experiences, unlimited real-time runner tracking, an interactive course guide, digital cheer cards and a finishing-time predictor.

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.

Through the 2018-19 and 2019-20 seasons, Deliveroo teamed up with Leeds United to increase the volume of restaurant partnerships within the greater Leeds area and drive mass market awareness amongst English football fans.

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.

JP Morgan Chase pivoted to digital for its 2020 US Open activation programme, which ran between August and September 2020 and spanned an online hub, a card members’ digital lounge, invite-only interviews and Q&A, a daily livestream show, a social sweepstake, a virtual concert and even a cooking series.

After Covid-19 brought global travel to a standstill in 2020, Thai travel retailer King Power showed its support for Thai tourism by leveraging its Leicester City jersey sponsorship.

Ahead of the 2019 Fifa Women’s World Cup, adidas launched its new Sweden shirt with an initiative that saw back-of-shirt numbers replaced by images of female role models.