Experiential Marketing Award

Experiential Marketing Award

BT Sport

Red Lioness
Agency: Wunderman Thompson UK • Event: Wunderman Thompson Live • PR: Pitch Marketing Group

With over 1 billion fans tuning into the Women’s World Cup and 77,000 at Wembley for the subsequent England vs Germany international, we found ourselves at a tipping point. While 59% of women’s football fans said it helps them feel part of a community, the majority still don’t have anywhere to watch a game.

We had to exploit this moment, to change pub culture and create a new home for fans of the women’s game.

On 7 November 2019, we transformed the Red Lion, Moorgate into the Red Lioness – lighting the touchpaper that would spark a nationwide movement to change the way we view women’s football forever.

Our Red Lioness Pledge signalled a commitment by pubs to screen and promote every live WSL and Lionesses’ match, while creating a welcoming environment for all.

From a single pub, another 811 followed with more joining every week.

Expedia Group

UEFA Champions League Final Hospitality

Hospitality experiences at major events can be overly stale, and B2B guests are treated solely as business people, rather than tapping into their passions as fans of sport.

In the first year as an official UEFA Champions League sponsor, Expedia Group wanted to avoid that stereotype when it came to hosting its VIP guests at the 2019 UEFA Champions League Final in Madrid.

The UEFA Champions League itself is a natural travel story throughout Europe, and the Final is the ultimate destination for football fans and players alike. Over the years it’s provided some of football’s most dramatic and unforgettable moments, played out in Europe’s iconic cities.

Expedia Group would transport its guests through to classic UEFA Champions League Finals, and the cities that hosted them, to truly experience what it was like to be there. But it wasn’t just transportation through time, but through a whole cultural experience.


Hilton Honors Experiences
Right Formula • Hilton • European Tour • McLaren Racing

Hilton is one of the world’s largest and fastest growing hospitality companies. Its award-winning loyalty programme, Hilton Honors, believes in honoring members with exciting, authentic and extraordinary possibilities.

A key focus for Hilton’s sports partnerships for 2019, was to create an integrated calendar of unique access and once-in-a-lifetime experiences centred around member passion points. By utilising its longstanding partnerships with the European Tour and McLaren Racing, Hilton were able to build these experiences for its different tiers of Members (Member, Silver, Gold & Diamond), acquire new members, and continue to position Hilton Honors as a lifestyle brand.

A first for 2019 also saw both partnerships combined to create a Hilton Family Day event at the McLaren Technology Centre, focused around engaging and inspiring families.

ICC Cricket World Cup 2019

Countdown to the World’s Greatest Cricket Celebration
Ear to the Ground (Lead Activation & Music Partner)

The countdown to the ICC Men’s Cricket World Cup 2019 captured the imagination of the nation to get behind ‘the world’s greatest cricket celebration’.

Through a celebration of the UK’s multicultural diversity, CWC19 created an 18-month programme of live experiences and digital activations that transformed the image of the game.

CWC19’s approach challenged traditional perceptions of cricket, showcasing the game in unexpected locations to new fans, creating a true legacy.

The activity culminated in the ultimate cricket-culture Opening Party event on the world's most iconic street, The Mall, with a global broadcast reach of 1.3 billion; reaching new audiences and causing fans to rethink cricket by crossing over into music and wider culture.

Not only did CWC19 achieve huge awareness and sell 98% of all seats, but crucially 40% of buyers were new to cricket enabling new audiences to be engaged to grow the game.

NTT DATA & The Open

Driving Data Further
DSE • iMedia • LEX

As an Official Patron of The Open, the world’s most prestigious major golf tournament, NTT DATA leveraged its sponsorship to transform spectator engagement for all 240,000 fans into a more inclusive and accessible experience, making a positive contribution to the sport.

For the first time in golf’s history, a sport built on data, NTT DATA uncovered a new tournament narrative to engage fans through a shared, heads-up, data-driven experience.

Establishing a new centrepiece and destination to the spectator village, the 105sqm NTT Data Wall provides real time news and data from across the course perfectly synchronised with the live broadcast from one single location providing fans of all ages and abilities a front row seat, where an epic moment for a few becomes a story for everyone.

NTT DATA’s capability as a systems integrator and IT innovator is now driving golf into a new era of fan engagement.

Sky Sports

The Sky Sports F1 Pit Stop
Agency: 160over90

For the 2019 season, Sky Sports became the exclusive home of F1. The sport’s first move away from free-to-air television in its 65-year history.

To celebrate this broadcasting-first, 160over90 wanted to deliver a high impact stunt that would engage fans ahead of the new season and drive subscriptions: the solution, The Sky Sports F1 Pit Stop.

We re-branded a petrol station in Greater London offering fans a free tank of petrol and a pit stop experience replicating a F1 race-day.

Alongside the 500 fans that took part in the experience, the Sky Sports F1 petrol station became a content hub for broadcast media, influencers, talent and online publishers, exactly one week before the opening race in Melbourne.

The campaign helped deliver a record audience for an F1 race, with 2.1m tuning in to watch the first race of the season, with a 20% increase in subscriptions recorded for the season.