The Future Needs New Idols – Audi & Real Madrid
In January 2021, Audi leveraged its partnership with Real Madrid CF to bring to life its new ‘Future Is An Attitude’ global brand platform to the next generation and promote its new e-Tron Sportback to forward-looking young adults via a digital-first, video-led campaign called ‘The Future Needs New Idols’ which aimed to inspire change, encourage youngsters to be themselves and strive for a better future.
Progress: Let’s Dream About the Future – Audi & Real Madrid CF
In April 2021, Audi Spain launched a local market strand of the auto brand’s new global ‘Future Is An Attitude’ brand platform by leveraging its partnership with Real Madrid CF to roll out a YouTube video series called ‘Let’s Dream About The Future’ which saw four current players interviewed about their hopes for the future and their understanding of the term ‘progress’.
In Crazy We Believe – Toyota & Team New Zealand
Through 2020 and 2021, running up to the 36th America’s Cup, Toyota leveraged its long-running partnership with the Kiwi sailing squad to reach its two target audiences in NZ.
Düren Fährt MAN/Düren Drives MAN – MAN & 1.FC Düren
Leveraging the October 2020 cup match between two teams its sponsors – Bayern Munich and fifth-tier side 1. FC Düren – MAN exploited media interest in the underdog by giving the club a state-of-the-art coach with bespoke branding.
Made for Those Who Drive Hockey – Hyundai & Ottawa Bandits
In 2020, Hyundai Canada introduced a fresh strand in its ongoing ‘Made for Those Who Drive Hockey’ platform when it teamed up with special needs ice hockey club Ottawa Bandits to connect with Canadian families on a more emotional level.
Then Why? – Cupra & FC Barcelona
In summer 2020, auto brand Cupra launched a global campaign to promote the launch of its new Formentor model, fronted by Barcelona goalkeeper Marc-André ter Stegen.
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.
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.
We Drive Football – Volkswagen & the Deutscher Fußball-Bund/Uefa and more
Through 2019 and 2020, Volkswagen leveraged its football partnerships – led by its official mobility partnership with the Deutscher Fußball-Bund (DFB) – through a centralised European content hub called ‘We Drive Football’.
Blind Match – Suzuki & Torino FC
Suzuki’s 2018-19 activation of its Torino shirt front deal was inspired by the increasing popularity of dating apps.
Trophy Tour/Heroes Walk/OMBC/Undeniable – Kia & Uefa
The pandemic forced Uefa Europe League partner Kia Motors to pivot its 2019-20 season marketing programme from in-person initiatives to online experiences.
Superhéroes – Audi & Real Madrid
In January 2020, Real Madrid sponsor Audi celebrated the team’s Spanish Super Cup victory with a digital campaign presenting the players as superheroes and promoting the new Audi R8 Decennium.
Alien in the Dressing Room – Audi & FC Barcelona
Jumping off the idea that the Barca team is out of this world, Audi leveraged its sponsorship to launch its new Audi e-tron in April 2019 via an alien-themed campaign spanning TV, print and social media.
Duel/Fun Raised to N – Hyundai & Atlético Madrid
In April 2019, Hyundai’s launch campaign for its new N range leveraged its Atlético sponsorship to emphasise the vehicles’ sporty characteristics.
Pep Loves His LEAF – Nissan & Manchester City
In March 2020, Manchester City automotive partner Nissan promoted its LEAF electric vehicle via a social video series built around manager Pep Guardiola’s personal passion for the car.
No Squeak Broadcast – Ford & the Liga Nacional de Basquete
To promote the non-skid technology in its EcoSport SUV, Ford leveraged its sponsorship of Brazilian top-tier basketball by removing the sounds of sneakers squeaking on the court.
A Winning Team That Works – Isuzu & the WRU
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.