Automobile Manufacturing
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.
Young Luxury – Genesis & the NFL
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.
Above & Beyond – Land Rover & US Equestrian/Equestrian Events Inc.
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.
Ace Pace – Jaguar Land Rover & the All-England Club
At Wimbledon 2019, a campaign to promote the electric Jaguar I-PACE was led by a smartphone app on which tennis fans could test their serve to win tickets, supported by multi-platform media.
Super Bowl LIII Experiential – Hyundai & the NFL
In February 2019, Hyundai leveraged its on-site rights ahead of Super Bowl LIII in Atlanta to tell multiple brand and product stories through a range of communal and one-on-one experiences.