Global Automotive Brand
Beyond the Game:
One Event, Many Interests
A global automotive brand's sports sponsorship, extended to many interests through on-site activation
Sports sponsorshipGlobal activationArt & fashionMulti-market
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01Task
- Extend the on-site experience of a global sponsorship beyond sports fans
- Reach multiple markets at once, including the UK, Spain and France
- Deliver the brand message without it feeling like advertising
02Insight
- Speaking only to sports fans limits how far a sports event can reach
- People with other interests respond to an event presented in their own language
- Anticipation before the event traveled further than coverage during it
03Strategy
- A creator lineup spanning wider interests: art, fashion, creative and movement
- Local creators from each market invited on site
- A three-stage storyline: before, during and after the event
04Action
- Four creators invited from three markets
- A two-day experience: welcome lunch, sports clinic and match viewing
- Staged content, each creator in their own style
- A creator survey to identify improvements for the next season
05Result
- Brand exposure extended to audiences outside sports fans
- Pre-event content spread the furthest
- A direction for bringing creators back for the next tournament
Let us design your next market entry the same way.
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