I can hardly believe that I was in a meeting two decades ago when it was felt that rugby wasn’t necessarily right for the Guinness brand. Doesn’t seem possible now, does it?
Synergy’s work on the Guinness Premiership was outstanding. Activation included an Honesty Bar at rugby matches which rewarded fans and reduced queue time at Twickenham, live commentary radios bringing spectators closer to the action on the pitch and even an April Fool PR stunt which created Guinness Eau de Rugby – a fragrance made from mud from Twickenham and Ugo Moyne’s sweat.
By going on to expand its relationship with rugby with partnership deals with the RFU, WRU, Scottish Rugby, the RBS 6 Nations and the Premiership Rugby, it now means that the two are inextricably linked.
Quite rightly, the sponsorship has won numerous industry awards - including the SIA Best Sports Sponsorship, MCCA Best communications campaign featuring sponsorship, and the Hollis Best Sport Sponsorship – not only for the campaign’s creativity but for the outstanding uplift in sales generated.
I’ve never been a great football fan (not something I shout about in the office!), but I can honestly say that Betfair’s recent video taking Kettering Town back to the ’70s was one of the best bits of sponsorship activation I have ever seen. It was genuinely funny. However, more importantly, it conveyed the brand’s character – fun, irreverent and mischievous.
Added to the tremendous work on the highly celebrated Bum-vertising campaign, Betfair provides the canvas for some of Synergy’s very best work.
BMW’s Olympic sponsorship – the Films
I was fortunate to be invited to the unveiling of the four films made by BMW to celebrate its sponsorship of the London 2012 Olympic Games. Not only were they beautifully filmed and produced, but they created that ‘Olympic goosebump’ feeling that I get whenever individual athletes tell their story, show us the rigour of their training, or show us their single-minded determination to succeed.
These four films really sum up the electric atmosphere of the Olympic Games, and make us all pump the air and say ‘Bring it On’.
By Karen Earl on May 3rd, 2012