Activations
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.
Bus Tour – Woolworths & the AFL/Netball Australia/Cricket Australia/Surf Australia
Through 2019 and 2020, Woolworths leveraged its multiple Australian partnerships toward a bus tour activation promoting healthy eating among kids through community sport.
Unreal Fans of Kashmir – Adidas & Real Kashmir FC
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).
It’s Time to Rai$e: Good for Footy Raffles – Toyota & the AFL
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.
Pitvertising – Rexona & Cricket Australia
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.
Mutual Funds Sahi Hai: Cricket Commentator Campaign – AMFI & the BCCI
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.
NAB League 2020 – NAB & the AFL
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.
Project Stand Red: Bob Paisley – Standard Chartered & Liverpool FC
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.
Borrow the All Blacks – ASB & New Zealand Rugby
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.
Best Seat in the House – Experience Kissimmee & West Ham Utd
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.
Jersey Takeover – Steggles & Sydney Roosters
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.
Not Everyone Gets It – CRED & the BCCI
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.
This Is Me – SK-II (Procter & Gamble) & the IOC
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.
2019 NYC Marathon App – Tata Consultancy Services & the New York Road Runners
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.
20-Second Test Drives – Audi & the Hawthorn Hawks
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.
Food Freedom – Deliveroo & Leeds United FC
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.
Mini Legends Grand Final Live Site – National Australia Bank & the AFL
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.
US Open Virtual Experiences – JP Morgan Chase & the United States Tennis Association
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.