Barclays Premiership
Hollis Sponsorship - Best Use of PR (Winner)
Challenge
Enable Barclays to interact with football fans to build credible awareness and emotional resonance through their sponsorship.
Solution/Results
Demonstrate Barclays understanding of football and add value to fans' experience by recognising and rewarding their contribution to the beautiful game through a programme of news creations to generate media support in the front and back pages.
Activity: Chant Laureate
Our search for the creator of the best football chants drew over 1,500 entries and generated coverage that included 27 national print, 41 regional print, 16 pieces of TV, 66 radio interviews and 45 pieces of online. 86% included key messages and 93% branded, over a three month period.
Activity: Global Fans Report
The first ever global football fans report that surveyed over 26,000 football fans across the globe. Nine national pieces of print coverage generated including front of paper features in The Sun and Mirror, seven TV features and 50 branded radio pieces.
Activity: Fans' Spending Report
Report into 21st Century fans' spending delivered positioning for Barclays as football and finance experts. Seven pieces of coverage generated across national print including DPS in The Sun.
Activity: FIQ
Online football IQ test drove 500,000+ hits to BP.com & 32,000 entries before eight regional heats and national final.
News creation extended reach of sponsorship to front of paper and engaged fans. Covered by eight national papers, regional media, BBC Breakfast and GMTV.