Work

Sponsorship Strategy

BRIEF

Capital One hired Synergy in 2011 to devise their sponsorship strategy and identify potential assets that would best deliver against their brand and business objectives.

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SOLUTION

After a three-month consulting project, Synergy recommended the League Cup, which became the Capital One Cup in 2012. Synergy is responsible for managing the sponsorship and bringing Capital One’s positioning as a supportive brand to life through experiential and PR activity.

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RESULTS

Our ‘Support the Supporters’ activation strategy has been brought to life through myriad ideas, such as the ‘Capital One Convoy’ (free bus travel to the inaugural Final), ‘Grounds for Improvement’ (a campaign to upgrade grassroots pitches), and ‘Capital One + One’ (a free ticket promotion to Capital One Cup games). The sponsorship has helped transform the perception of the Capital One brand in the UK, and comfortably outperformed other longer-running equivalent football sponsorships in terms of brand attribution.

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Club Colours

BRIEF

Create an authentic, high-profile, always-on connection with everyday football fans.

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SOLUTION

Title sponsorship of the Football League, delivering an always-on marketing platform to football fans in 72 communities across England and Wales during the regular season and ownership of the end-of-season Play-Off Finals. The sponsorship quickly became a platform for some of Coca-Cola’s most iconic and ground-breaking football marketing ever. It launched with ‘Club Colours’, changing the colours of the Coke logo, for the first time in Coke’s history, to those of the 72 Football League clubs. This was followed by ‘Win a Player’, which gave fans the chance to gift their club a £250,000 transfer fund - another world first and another campaign to which Synergy, as the agency at the heart of the sponsorship, was critical.

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RESULTS

Both ‘Club Colours’ and ‘Win a Player’ delivered stunning brand and business results and became instant classics in sports marketing – oft-imitated but never bettered – winning multiple industry awards in the process. And such was the success of the sponsorship that Coca-Cola continued for two terms.

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ParkLives

BRIEF

Create an “Active Healthy Lifestyle” programme that builds trust amongst stakeholders and consumers, and which tangibly demonstrates Coca-Cola Great Britain’s commitment to getting 1m people more active, more often, by 2020.

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SOLUTION

As opposed to thinking what type of activity we wanted people to participate in, we started from where we wanted them to be active. Parks immediately came to mind as vibrant ecosystems of activity. In turn, they’re open to anyone, easy to access, free to use, focal points for local communities, and have proven physical and mental health benefits to anyone who uses them.

Having identified parks as the place to deliver activity, we then needed to decide on the how and what. Having considered and rejected numerous traditional delivery models, we boldly decided the best way to drive activity in parks was through an innovative private-public partnership model with major local authorities. We initially targeted 3 local authorities based upon the size of their population, the levels of inactivity amongst said population, and their potential strategic value to Coca-Cola Great Britain.

Our approach was simple. Coca-Cola Great Britain would fund local authorities to deliver a multitude of structured daily activity sessions in their parks, specifically tailored to the needs of the local communities, but with a significant focus on mums and teens. The only mandatories were that the programme had to be delivered for a minimum 6 months of the year, and the offer would always remain free of charge to the public. In turn, Coca-Cola Great Britain would lead the marketing of the programme (fun not physical activity) as well as create an evaluation framework which measured both participation numbers and the wider impact of the programme.

RESULTS

In only two years we’ve created session capacity of over 250k across 6 local authorities, recorded over 100k attendances, of which 50k were unique, delivered through over 25 different types of physical activity (from Archery to Zumba).

ParkLives has opened up numerous conversations with a wide range of GB stakeholders, and increases in trust amongst mums and teens aware of the ParkLives programme are some of the highest seen by Coca-Cola Great Britain.

As of 2016, we are working with 10 local authorities and Street Games to deliver ParkLives sessions across the country. We will continue to grow the programme year on year, continuously looking for new and innovative ways to help Coca-Cola Great Britain get 1m people more active, more often, by 2020.

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SSE & Women’s Football

BRIEF

Create a new sponsorship asset that brings to life SSE’s ‘Proud to make a difference’ brand proposition in a credible, differentiating and tangible way.

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SOLUTION

After a 360-degree analysis of potential assets and routes to market, we recognised that Women's Sport could make a major contribution to actively demonstrating that SSE is making a real difference to its customers, communities  and the country whilst at the same time enhancing its reputation.

After months of work, in June 2015, at the same time the England Lionesses were thrilling the nation at the FIFA Women’s World Cup, SSE became the first title sponsor of the SSE Women’s FA Cup, taking SSE where other brands can now only follow.

Our supporting #GirlsTakeOver campaign tapped into the growing interest and excitement in the women’s game and inspired girls across the country that they too could be the next Eni Aluko or Lucy Bronze.

We launched the sponsorship at Wembley, where the Final would be hosted for the first time in its history, with literally hundreds of girls taking over the stadium in a PR blitz. As part of that message, SSE also gave away all of its match-day rights at the Final to the next generation of football stars.

RESULTS

The SSE Women’s FA Cup Final was the biggest of its kind, with over 30,000 fans at Wembley to see Chelsea win the SSE Women’s FA Cup and 1,989,000 viewing live on BBC. We generated branded media visibility worth £3.3m and 500 pieces of 100% positive SSE-branded media coverage. In just five days, 800 people entered our SSE player escort, ball & trophy presenter competitions, our two #GirlsTakeOver films had 970,000 views with minimal paid media support, and our social media campaign generated 400,000 social impressions. All in just two months!

SSE Women's FA Cup

Rugby World Cup

BRIEF

Coca-Cola’s RWC 2015 journey began back in 2013 when Synergy were briefed to undertake a review of the GB sponsorship landscape. Coke wanted to understand which upcoming events and moments would most excite their consumers and have the potential to supercharge their business.

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SOLUTION

RWC 2015 was that moment, and Synergy’s role was paramount in developing the business case, helping sell this across the business and supporting the sponsorship contract negotiations.

Once signed, work began supporting operational and brand planning, including managing the day-to-day relationship with the organisers, and operational logistics including product provision for all 20 participating teams and 70 training and match-day tournament venues. We ensured Powerade’s world-class field-of-play presence, providing teams with 2,600 sipper bottles, 414 bottle carriers, and 90 eskies. And our on-site support role during the tournament took us to every stadium to maintain Coca-Cola’s visual and product presence.

We also managed Coca-Cola’s RWC 2015 approvals process, optimising use of RWC IP and campaigns such as Coke’s biggest ever rugby on-pack promotion.

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RESULTS

‘Win A Ball’ became the most successful on-pack promotion in history for Coke GB, with over 1.1m entries, helping Coca-Cola to rank as the #1 most recalled Tournament sponsor amongst its 16-49s target market. Driven by a 1.3m sampling campaign, RWC delivered double-digit volume growth for lower calorie variants Diet Coke and Coke Zero, as well as Glaceau Smartwater – another vital objective for the company.

Glasgow 2014 Strive For Better

BRIEF

Demonstrate BP’s commitment to continuously seeking new ways to improve performance.

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SOLUTION

We created BP’s ‘Strive For Better’ hub, a place where at any given moment, visitors to glasgow2014.com could share their opinion on the big events of the day. With a simple click, fans could have their opinion heard on subjects ranging from athlete performance to the Glasgow 2014 Games experience. Fan opinions fed multiple daily social media ‘poll stories’ with a ‘Strive For Better’ theme, published across BP and Glasgow 2014 social channels. Our polling widgets also appeared as interactive advertising across BP’s broader digital media buy.

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RESULTS

The two results that really matter are total advertising impressions, which hit 20.4 million, and the engagement achieved by the opinion polls. The MPU units hosted on glasgow2014.com achieved a click-through rate of 2.5% (very high for MPU interaction) whilst the rich media advertising achieved a CTR of 2.18%.

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Global Football Strategy

BRIEF

Create a global sponsorship strategy and platform to spearhead Betfair's entry into football, bring to life the Betfair exchange model  which enables fans to set their own odds for better prices and bet against each other  and drive consumer engagement and acquisition at scale.

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SOLUTION

Leverage the rich territory of football rivalries and put the fans first in all activations to make Betfair engaging and credible and dramatise the Betfair exchange.

Re-imagine a football sponsorship contract and activation strategy for a digital-first brand.

Global analysis of potential football sponsorship assets and routes to market.

Negotiation of customised partnerships with FC Barcelona and Manchester United, two iconic clubs with huge fanbases and legendary rivalries.

RESULTS

Accelerated global awareness of Betfair as a brand for football betting.

Rapid market share growth driven by direct marketing to the two clubs' huge global fanbases and brand marketing to the wider football betting community.

Creating a Rugby World Cup legacy

BRIEF

Aviva needed to use the increased national focus on rugby in 2015 to create a genuine legacy both for the business and the Aviva Premiership competition.

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SOLUTION

Deploying a campaign that had digital at its heart, Aviva moved ahead of other brands to release ‘Rugby Matters’, a documentary which told inspirational stories about the power of rugby in local communities, at the Aviva Premiership Final 2015.

Then, as thousands of new fans swept up by the RWC struggled to actually get tickets, Aviva stepped in to offer them the chance to experience their first taste of professional rugby  for free.

RESULTS

The “First Timers” activation was one of the biggest ever integrated campaigns between the brand and the 12 Aviva Premiership Rugby clubs.

More than 2,500 new fans attended their first ever match, and over 85% of fans surveyed said they would attend another fixture.

This was a cost-effective campaign that drove customer acquisition, and ultimately created a legacy for the Aviva Premiership.

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