Leveraging Wimbledon-driven tennis mania, Standard Life has released the third film in its Andy Murray led ‘Master Your Dreams’ online video series.
Launched across the finance brand’s digital and social channels, the latest spot stars Murray (wearing Standard Life branded clothing) and explores the pressures around the Scottish star’s attempt to regain the Wimbledon title and his ambition to become the world top tennis player.
Initially, the investment company’s film was launched on YouTube
and then amplified on other Standard Life social channels such as Twitter.
Part 3 of 'Master Your Dreams' reveals how @andy_murray dealt with the weight of a nation to win at home #withAndyhttps://t.co/BAL01Tjp12
— Standard Life (@StandardLifeplc) June 29, 2016
The two and a half minute long film, developed in harness with sponsorship agency Synergy (part of the Engine Group), is the penultimate film in the ‘Master Your Dreams’ series,
It aims to highlight the weight of expectation upon the British player’s shoulders: shot three years after Andy Murray became Great Britain’s first Wimbledon Champion since 1936, the film offers a vignette into the pressure of living with expectation from the media, the fans and himself.
This third spot in the series follows Part 2 (published on 20 May 20 2016 ahead of the French Open) which focuses on Andy’s early career and the sacrifices that he and his family made in the pursuit of ‘mastering his dreams’.
and Part 1 (rolled out on 16 January to leverage interest in the Australian Open) which delved into Murray’s mind (see previous case study).
The latest film also builds on a neat French-flavoured partnership activation earlier in June which managed to link interest in both Roland Garros and the French hosted Euro 2016 when Standard Life organised a meeting between Arsenal supporter Murray and club legend and former French soccer star Robert Pires
The entire brand/athlete partnership activation is built around the brand’s bespoke #WithAny digital hub at http://withandy.com/
This year, Standard Life’s partnership with Andy Murray revolves around the story of advancing ambition and commitment to excellence.
With their exclusive access, Standard Life has created a series of short films shedding light on Andy’s ambition, dedication and passion to succeed and running primarily across the investment outfit’s Life’sYouTube channel and its bespoke www.withAndy.com site.
Comment
This third spot seems to be generating comfortably more engagement that its predecessors.
On the official Standard Life YouTube channel, Part 3 has notched up 112,866 YouTube views in just five days – compared to Part 2’s 800 views and Part 1’s 14,897 YouTube views.
But none of the three core films has racked up statistics as impressive as the 300,000-plus views for the Murray/Pires video.
The finance outfit claims that its Murray alliance is more than just a brand/athlete endorsement partnership – one based around synergies in goals, talent, and motivation.
It was back in June 2014 that Standard Life first announced the beginning of an exclusive three-year, partnership deal with Andy Murray (reported to be worth £4.5m).
Replacing Murray’s previous financial partner RBS.
The Edinburgh based insurer initially kicked off the alliance when Murray appeared at Wimbledon 2014 with a Standard Life logo on his playing arm.
The financial outfit hopes the partnership will significantly increase its brand exposure – both through in-person appearances, global tennis TV audiences numbering around 1.5 billion, and via Murray’s own impressive seven million strong social media following.
At the time the partnership was initially unveiled, Graeme McEwan, Standard Life’s group director of communications and brand, said the relationship would create a buzz in the Edinburgh workplace and beyond.
‘Employees at Standard Life are proud to see us associated with such a successful individual, and many are beginning to back him on social media as part of our #withAndy campaign. Our Edinburgh-based employees are looking forward to his first visit to our offices here.’
Murray himself added: ‘It was important to me to find a company that shares the same values, and also understand the demands of my sport. Standard Life started in Scotland, and are now operating successfully around the globe. I’m looking forward to the next three years, and hopefully beyond.’
Indeed, the tie-in even kicked off with an Edinburgh head office visit.
Links
WithAndy:
Standard Life YouTube:
https://www.youtube.com/user/StandardLifeplc
Standard Life Twitter:
https://twitter.com/StandardLifeplc
Standard Life Facebook:
https://www.facebook.com/StandardLifeUK
Standard Life Web:
Synergy:
http://www.synergy-sponsorship.com/
Engine Group:
