International Campaign of the Year
Love It All is the ATP’s two-year campaign to relaunch the ATP Tour brand, covering six continents and 63 Tour events, that drives ATP tournament attendance, engages fans across the world and results in a second-to-none in-venue and digital tennis experience for the fan.
MATTA and the ATP joined forces on both the brand and campaign ahead of the 2018/19 Tour to engage “casual sports fans” with the ATP Tour’s year-round calendar, inviting fans to discover a whole world of tennis to love. Insight told us that 2.8 billion consumers engaged with at least one tennis Grand Slam while only 1 billion engaged with the Tour, so the opportunity existed to extend the reach of the ATP Tour.
No one cares about tyres, right? But they do care about staying safe and on track on life’s journey.
But how do you disrupt a notoriously low-interest category and build brand relevance through an Olympic sponsorship in a non-Olympic year?
We needed to become more human, more helpful
Whilst most Olympic Partners were focusing on summer 2020 - when elite athletes were supposed to showcase their prowess - we were already using our Worldwide Olympic Partnership as a vehicle to inspire people with the direction and support to realise their full potential.
Chase Your Dream, No Matter What is the proof of our brand purpose to keep you moving in life – emotionally and rationally. In 2019 we have motivated, empowered and armed our audience with the tools to chase their dreams, no matter the obstacles they encounter.
This rousing campaign has driven strong increases in purchase intent and brand likability across markets.
The Race to RWC saw adventurers Ron Rutland and James Owens, supported by DHL, cycle from London to Tokyo in time for the beginning of the 2019 Rugby World Cup (RWC).
Their task was to raise awareness and funds for charity ChildFund and to deliver the match whistle to iconic referee Nigel Owens in time for the opening game. Sitting under DHL’s overarching campaign umbrella Epic Moments, Race to RWC was a truly inspiring story of 20,093 km cycled over 231 days through 27 countries.
The values which Ron and James embodied in their extraordinary feat are closely aligned with DHL; benevolence, reliability and dogged determination to get the job done, done well and done on time. This was a truly international affair, and by passing through 27 countries we were able to access territories in a really meaningful way as the pair made their way across continental Europe and Asia.
As a leading Unilever personal care brand, Dove Men+Care exist to be a powerful advocate for expanding men's opportunities to care for others. In 2019, Dove Men+Care set out to land their purpose with consumers globally through rugby, ultimately driving sales of their new “Sportcare” product.
A single campaign narrative “Care for every position you play” brought together a premium product and purpose-led approach. Using their portfolio of global rugby partnerships as a consistent communications platform, Dove Men+Care launched a series of emotive films featuring global ambassadors and their families, demonstrating the need for care as a professional rugby player, and family man.
The campaign included reactive content, precision marketing and a limited-edition product, driving an average underlying sales growth +15% across eight markets (England, Ireland, Scotland, Wales, Italy, Argentina, South Africa and Australia) increasing brand power and generating a media return of £1: £4 ratio for the brand.
EA SPORTS FIFA 20 saw the game return to the streets with the introduction of VOLTA Football. Our challenge? Deliver a campaign that celebrated street football and its culture, whilst continuing to grow the world’s best-selling video game.
The creative – the EA SPORTS VOLTA Football League. A 15 team VOLTA football tournament, featuring influencer squads from across the globe. With commentators including Kaka and Ian Wright, the tournament was the centrepiece of the first truly global FIFA launch event.
With a red carpet walked by AAA* names including Sancho and Yungen, a performance from Major Lazer plus a social content playground featuring kit customisation, barbers and x10 FIFA streams from the globe’s biggest YouTubers; we built a FIFA content paradise.
The results? 1,300 pieces of output and 201m views across talent/media/partner/influencer channels.
With record views and engagement, the FIFA 20 Premiere was the biggest event in EA SPORTS FIFA history.
160over90 created the global “Be A Shot Maker” campaign for OPPO smartphones, to activate their sponsorship of the ICC Cricket World Cup 2019. Providing a strong functional link to both photography and cricket, the campaign was also designed to create an emotional link through the Shot Maker attitude targeting a key audience of creators and explorers with the attitude and creative vision to make things happen (in cricket and life).
We had an innovative approach to localised media including e.g. a TVC ‘template’ which allowed us to create local market edits, hero-ing their own ‘shot makers’, sparking national pride.
Our partnership with Getty Images generated 1000+ unique images, all shot on the newly launched OPPO Reno phone, which were available for use by markets, the ICC and to the public, throughout the tournament.
Rexona, the world’s number one deodorant brand, prides itself on innovation within the category. A breakthrough patented technology exclusive to Rexona, called MotionSense, means that the more you move, the more it protects. Beyond the product, the brand exists to inspire movement and fight global inactivity.
In 2019, through a powerful portfolio of football partners, Rexona set out on a mission to inspire more people to move with the single-minded campaign narrative; ‘Movement is Everything’. An always-on communication plan, incorporating global ambassadors in digital content, relevant influencers, media partners and weekly partner-created content – alongside physical experiences with lucky consumers and ambassadors – helped deliver a hugely successful international campaign.
‘Movement is Everything’ saw over 60 markets engaged, over 1.2 billion men reached and over 30 retailer promotions globally. The activity helped boost sales growth in key territories, including double-digit growth in Brazil, Mexico, Argentina, Colombia and India.