Don't Crack Under Pressure
The Pressure Test
Input
Following the announcement that TAG Heuer would be partnering with the Premier League and Manchester United, we needed to create instant credibility with football fans and also weave in the brand's existing 'Don't Crack Under Pressure' positioning.
Insight
Pressure’ is most pertinent around big matches, and for fans it’s about being competitive.
Idea
The TAG Heuer Premier League Pressure Test
Implementation
Experiential Pressure Test activations in UK cities to coincide with the highest profile games of the season.
Ambassador-led PR with Claudio Ranieri, Freddie Ljungberg, Robert Pires, Marcel Desailly and many other Premier League legends.
Creation of an online portal whereby consumers can compete in the pressure test for the chance to win Premier League tickets.
Social activation whereby online and experiential participants could post images of their score and themselves with the PL trophy using #DontCrackUnderPressure.
Pressure Test booths installed in key retail outlets.
Impact
•Award-winning campaign that has now been rolled out worldwide
In-store uplift of 182% during event
•72 pieces of mainstream media coverage.
•2.5m views of content.
•408,171 likes, shares and comments on Facebook and Instagram with a reach of 55m
•40,000 plays of the online Pressure Test.
•Campaign so successful that it has been rolled out in other European markets.
Share
Don't Crack Under Pressure
The Pressure Test is a fully integrated marketing campaign which has now been rolled out worldwide.