Mid January saw Barclays, the official banking partner of the Premier League launch a new diversity and inclusion football campaign called ‘Game Changing’ fronted by Frank Lampard.
The initiative kick-off with the former Chelsea and England player – who remains the Premier League’s highest scoring midfielder of all time – discussing ‘game changers’ on and off the pitch.
The former Chelsea and England star will talk to gamechangers both in football and beyond: the work will shine a spotlight on inspirational leaders and the unplayable players, footballers who never give up, those who break down barriers, as well as the innovators and, of course, fans.
The campaign, developed in harness with agency HSE Cake, is spearhead by a video highlighting crucial moments in the Premier League’s history: paying particular homage to the fans.
The lead spot launched socially across the bank’s YouTube channel,
Twitter feed,
At Barclays, for 16 seasons, we've celebrated #GameChanging moments, both on the pitch and off it.
From the unplayable players, the inspirational leaders and the greatest game changers of all… pic.twitter.com/IF44brRSD9
— Barclays Football (@BarclaysFooty) January 16, 2018
and Facebook page.
The work on Barclay’s own channels is supported by linked social media with buys across relevant media channels – such as TalkSport.
Further elements of the campaign will roll out throughout the second half of the Premiership season.
The creative idea aims to link innovative soccer synergies with the fact that Barclays’ own history includes several game changing industry ideas: from the launch of the world’s first ATM more than half a century ago, to the first UK credit card and new payment system innovations such as Pingit and bPay.
Barclays head of sponsorship Tom Corbett says the campaign aims to shine a light on the “true Game Changing heroes in Premier League football” and its wider purpose is to help educating people and encouraging tolerance in the sport.
“It’s also about changing attitudes through football and how they can be equally game changing. Barclays is committed to supporting diversity and inclusion in the game, whether it’s through our partnership with Team Pride, set up by the charity Stonewall, and their flagship Rainbow Laces campaign that promotes equality for LGBT fans and players, or our support for Women in Football, who support women in pursuing their football careers in an atmosphere of equality.”
“We are delighted to be launching the ‘Game Changing’ campaign and working with Frank to shine a light on the true Game Changing heroes in Premier League football,” explained Barclays head of sponsorship aand media Tom Corbett.
“Yet it’s also about changing attitudes through football and how they can be equally game changing. Barclays is committed to supporting diversity and inclusion in the game, whether it’s through our partnership with Team Pride, set up by the charity Stonewall, and their flagship Rainbow Laces campaign that promotes equality for LGBT fans and players, or our support for Women in Football, who support women in pursuing their football careers in an atmosphere of equality.”
Lampard added: “It’s great to be working with Barclays on the ‘Game Changing’ campaign. Throughout my career there have been some real pivotal times; from the early days working with Harry Redknapp at West Ham, moving to Chelsea and meeting Jose Mourinho who transformed me as a player, through to the relationship I built up with the Chelsea fans who supported me with passion throughout the rest of my career. To celebrate those moments, and to focus on the fast pace of change through football and society is an exciting opportunity.”
Comment:
Barclays may not longer be the league’s title sponsor, but through its 16-year Premier League partnership it has given away more than 100,000 tickets to fans, spent £40m on football focused community projects and taken the Premier League trophy on a branded tour to more than 35 different countries.
Among the Activative team’s favourite Barclays Premier League activation are the ‘I Am One’ (see case study) & ‘Spirit Of The Game’ (see case study) campaigns.
Links:
Barclays
https://www.facebook.com/BarclaysFootball/
https://twitter.com/BarclaysFooty
https://www.youtube.com/user/Barclays?nohtml5=False
Premier League
http://www.premierleague.com/en-gb.html
https://www.facebook.com/premierleag
https://twitter.com/premierleague
@premierleague
https://instagram.com/premierleague/
HSE Cake
