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Havas UK

Core disciplines: Advertising/Creative, Brand Activation, Brand strategy, Branding / design, Creative technology, CRM/Customer engagement, Digital, Integrated marketing

One of the Top 30 most viewed agencies for 2017

Leveraging EE’s partnership with The FA to launch The Wembley Cup with notable YouTubers and FIFA Legends

Leveraging their Wembley Stadium partnership, EE wanted to reach young, active 4G hungry consumers. This hard to engage audience love football, but don’t tend to watch it on TV or in stadiums, instead for them football is FIFA 17 and YouTube content.

 

With this in mind, we collaborated with YouTube’s top gaming and football vloggers to create a first-of-its-kind YouTube series, The Wembley Cup. The 10 episodes documented two notable YouTubers, Spencer Owen and MiniMinter, on a journey to recruit FIFA legends to take each other on in live football final played at Wembley Stadium. The episodes included a variety of entertaining content including penalties with a gunk tank, goalkeeping on a flyboard over water - a jet-powered hoverboard as well as their mums competing at FIFA 17.

To ensure credibility with these football fans, deals with EA and Microsoft provided six FIFA Legends (Fowler, Pires, Schmeichel, Carragher, Okocha, Kluivert) for the final and EE’s partner the FA lined up England legends’ David James, Stuart Pearce and Martin Keown.

We were responsible for producing the match on event day, bringing everything together liaising with EA Sports, Game, Microsoft and The Bobby Moore Foundation, as well as EE’s 4 other agencies.

Results: 

The series generated over 40m online views, 540k likes and 382k comments - 99.6% of which were positive! The match itself was watched by 22k spectators, securing £200k revenue from ticket sales and was also live streamed with a peak live audience of 280k. Finally, the hashtag was used 130k times and trended organically #1 on Twitter.

Following the campaign, EE overtook O2 among 16-24 year olds for brand consideration and after a 9% increase, for the first time in 6 years, EE became the number 1 preferred brand ahead of O2 among this target audience.

 

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