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

Creating real-time engagement
during one of the greatest heavyweight boxing matches of all time

On the 29th April 2017, UK heavyweight boxer Anthony Joshua knocked out Wladamir Klitschko in the 11th round. Not only did this catapult Joshua into the sport’s elite, it provided a unique opportunity for Beats, one of Joshua’s partners, to flex their creative muscle and completely ‘own the moment’. With the fight being at Wembley, and Joshua a North London boy, it was very much a hometown contest, and this was the crux of the Beats campaign.

We kicked things off with an exclusive AJ film, ‘London’s Son’ – a 3-minute journey around AJ’s neighbourhood that perfectly combined the character of AJ with the Beats brand. This built up momentum across Beats’ owned channels, supported by hero paid media spots including the Waterloo motion. We also worked with AJ’s camp to ensure the product was present in every key moment – from weigh in, to press conference, to PR coverage - ensuring maximum earned reach gearing up to the fight.

We catapulted Beats further ahead of the pack by using one of AJ’s hero’s, Dr Dre, to further cement the partnership by making a surprise video call to wish him good luck.

On the night we activated Beats Media House; a multi-agency studio that enabled us to create real-time engagement across a whole suite of media and channels. To fuel the media house, we created a unique partnership with Sky to not only integrated the Beats product and brand into the live broadcast, but also gave Beats unprecedented access to Sky’s production teams, enabling us to shoot and select raw footage in real time, which we could build into exclusive reactive branded content and media spots.

We captured the moment AJ arrived at Wembley wearing the Beats product and built further anticipation with exclusive backstage access to AJ – live streaming from his dressing room on Facebook. We also created reactive Instagram stories, which we updated throughout fight night.

Back To Beats | AJ from Cake on Vimeo.

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