Activations
C’mon Aussie: Revisited – Commonwealth Bank & Cricket Australia
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.
Horns Up, Limes In – Corona & University of Texas at Austin
In Q1 2020, UT beer partner Corona leveraged its rights around the Texas Longhorns basketball team with a programme led by a pair of limited edition co-branded sneakers.
Champions Beer – Carlsberg & Liverpool FC
To celebrate Liverpool winning the Premier League in 2019-20, beer partner Carlsberg launched a limited-edition commemorative ‘Champions Beer’ promoted through global and local campaigns in more than 30 markets.
Super Local Olympic Commercials – Nissin Foods & the Tokyo 2020 Organising Committee
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.
Dream Together, Goal Together – Honda & the Vietnam Football Federation
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.
A World United – DHL & Manchester United
Running from September 2020 to April 2021, ‘A World United’ was a fan engagement and data capture activation based around a virtual stadium and a monthly prize draw for participating supporters and employees.
Dream11 GIPHY Channel – Dream 11 & the BCCI
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.
WinYourWay – UnionPay International & the International Champions Cup
UnionPay International used a three-phase campaign around the 2019 ICC competition to boost sales among Singaporean football fans
Midea Home Challenge – Midea & Manchester City FC
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.
Colonel KI – KFC & Riot Games
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.
Match Day Mania – Swiggy & the BCCI
Swiggy’s IPL 2020 activation spanned national and regional television, digital and social with humorous content reinforcing its brand benefits of convenience and simplicity.
Home Run Taiwan – CTBC Bank & the World Baseball Softball Confederation
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.
St. George Footy Grants – St. George Bank & the St. George Illawarra Dragons/Queensland Reds/ Greater Western Sydney Giants
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.
Cracking the Game – Unacademy & the BCCI
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.
Tap and Move – Skrill & AC Milan
Ahead of the January 2021 #SkrillDay game against Juventus, AC Milan payment partner Skrill promoted its services via a week-long, incentivised TikTok hashtag challenge.
Match Ball Delivery – DHL & the All India Football Federation
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.
Virtual Kit Launch – Three & Chelsea FC
In July 2020, as the pandemic curtailed live events, new Chelsea shirt sponsor Three worked with the club and its kit supplier Nike on an augmented reality kit launch campaign.
Rogue Umpire – Uber Eats & Tennis Australia
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.