Activations

For its first final as a Uefa Champions League sponsor, in 2019, Santander decided to become the ‘unofficial host’ via an array of on-the-ground activations in its home city of Madrid.

At the 2018-19 Uefa Champions League final, Pepsi leveraged its rights as presenting partner of the Opening Ceremony through a campaign centred on a concert by Imagine Dragons.

In February 2020, Hennessy leveraged its new status as the official spirit of the NBA with an integrated campaign launched to coincide with the NBA All-Star Weekend.

Through the 2018-19 rugby season, the Welsh Rugby Union’s principal partner ran a program to drive brand awareness and boost consideration of the D-Max vehicle.

In 2018, Uber teamed up with Athletico-PR for a live, on-pitch stunt to drive awareness of the brand’s safer driving ‘May Yellow Movement’ programme.

Around the 2018-19 Champions League final, Hotels.com created a UK-focused add-on to its activation programme that took a small group of influencers to Madrid.

‘One Moment’, Visa’s UK-focused campaign around the 2019 Fifa Women’s World Cup, was built around market-relevant Team Visa player ambassador stories.

To drive awareness of the brand and promote its new GV80 SUV, premium auto maker Genesis activated at Super Bowl 2020 with a campaign starring John Legend and Chrissy Teigen.

In the lead-up to the 2019 Rugby World Cup, the IRFU’s principal partner activated via a unique rugby ball that linked the fans at home to the players in Japan.

Citibanamex activated its Mexican national team sponsorship for the 2018 Fifa World Cup through AR, bots, a digital album, social content and a team-related competition.

Through July 2020, Umbro rolled out ‘Rhombus for Life’, its launch campaign for the 2020-21 season Werder Bremen third kit, which revolved around the team’s famous rhombus/diamond logo.

Enterprise’s ‘Legendary Journeys’ ran throughout the 2018-19 Uefa Europa League, driving awareness via content by a trio of football ambassadors.

Land Rover's title sponsorship of the 2019 Kentucky Three-Day Event was activated with a programme that spanned content creation, media support, competitions and a range of on-site experiences and hospitality spaces for all ages – and their pets.

Launched in August 2019, AIG’s global activation programme for the first year of its sponsorship of the Women’s British Open focused on positioning AIG as an ally for female golfers and for women in general.

BNP Paribas highlighted its deep commitment to French tennis around the 2019 French Open by creating mementoes from the physical matter of Roland-Garros’ Number One Court as its was dismantled for redevelopment.

In summer 2019, online retailer Littlewoods Ireland activated its GAA rights with a three-phase social media activation built around celebrating individual styles with a collective love for hurling.