TAG Heuer
x Premier League
TAG Heuer
x Premier League
Building A Community Of Football Fans For A New Premier League Partner
Objective
Using the global campaign tagline #DontCrackUnderPressure, devise a strategy to successfully launch Tag Heuer as the timing partner of the Premier League. Build and maintain brand and partnership credibility and awareness amongst football fans across the UK, whilst amassing a database of potential customers.
Strategy
Build a community of fans by authentically jumping into conversations at impactful moments during the season and tapping into the natural competitiveness between rival sets of fans.
Campaign
Running for four seasons, across both IRL + URL, the Pressure Test seamlessly incorporated the brand into a challenge of fans knowledge, with the chance to win Premier League tickets. We tapped into already existing intense rivalries by activating across the UK in the build up to local derbies. Legends including Claudio Ranieri, Andy Cole and Ian Wright were on hand to create content, generate media interest and amplify on social. The events ranged from shopping malls, in-store events and Q&A receptions for super-fans, all with a focus on data-capture.
Insights + Strategy | Creative Concepting | Campaign Planning | Experience Design | IRL + URL Production | Social Content Creation | Talent Collaborations
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