Finnish beer brand Sinebrychoff leveraged its long-time shirt sponsorship with ice hockey side HIFK by turning the game against local rivals TPS into an orchestral and choral concert experience called ‘Red Classics’.
The at-game Red Classics experience, created in harness with agency Hasan & Partners, celebrated the brewer of the Koff brand’s 200th anniversary
Koff, which has sponsored Helsinki team HIFK for the last 30 years, surprised fans at the game against fierce rivals TPS by with an experiential, music-led extravaganza which saw the 8,200-seat arena accommodate a 35-strong choir and 50 musicians (and their instruments) from the Vantaa Pops Orchestra.
There was a focus on the finer details of the experience: for example, to ensure the arena’s acoustics sounded as good as a concert hall, rows of seats were adapted and an ice-melting audio system was installed.
Led by conductor Nick Davies, raised the volume levels in the Helsinki Ice Hall (nicknamed ‘The Beast Cave’) on 12 October when the orchestra and choir performed around 40 tunes from films, rock, pop and classical genres.
The theme from ‘Iron Man 3’ began the build-up to the uck drop as the teams took to the ice, then, for more than an hour the on-ice action was matched live by pre-rehearsed music designed to respond to the on-ice drama, action, goals and glory.
As the final horn signalled then end of the game the musicians and singers gave a rendition of Star Wars ‘Throne Room’ tune.
Tickets were available for the Red Classics through here and the sports/music mash-up was promoted through television spots, radio ads, social media and PR activity.
“Our mission with Koff is to fight boredom. In honour of our anniversary year we want to give people an experience like no other,” said Sinebrychoff Marketing Director Alexander Sneen.
“The power of Vantaa Pops Orchestra lends itself perfectly to the drama of ice hockey, and the passion of its fans.”
While Hasan & Partners Creative Director Mikael Nemeschansky commented: “Koff has sponsored HIFK for over 30 years, one of the world’s longest sponsorship deals. Music has been a big part of Koff’s brand and it’s also a big part of hockey, so it felt very natural to create Red Classics and do something fun with HIFK. Koff has a long history of doing unique and entertaining events, which dates back more than 20 years when it arranged a concert with Finnish band Leningrad Cowboys and the Moscow Red Army Choir. Since then it has brought huge artists to Helsinki and put us on the global gig map with acts like 50 Cent and Foo Fighters.”
HIFK Marketing Director Roland Carlsson said: “We’re honoured that Koff chose to celebrate its 200 anniversary at this match. It’s brilliant to offer our fans something completely unique, it’s an experience that will unite sport, music and culture.”
Janne Rönnbäck, general manager of the Vantaa Pops Orchestra, added: “Two different worlds united by passion, discipline and community. It will be exciting and demanding for the orchestra, and we hope to play the HIFK goal-song many times.”
Comment:
A case of the conductor’s baton meeting the ice hockey puck – this was a blending (or a collision) of entertainment cultures.
The experience, according to the agency, took six months of secret planning to bring to life.
From national anthems at international matches to the Super Bowl Halftime Show, big music festivals at major sports events re becoming an increasingly familiar spectacle and sponsors are increasingly involved in the music strands which enhance the sports experience.
But we can’t recall any other team’s commercial partner turning a match into a full blown symphonic concert.
And HIFK even edged the game in a 2:1 thriller.
Links:
Sinebrychoff
https://www.facebook.com/Sinebrychoff1819
https://twitter.com/Sinebrychoff
https://www.instagram.com/Sinebrychoff1819/
https://www.linkedin.com/company/29883/
https://www.youtube.com/user/Sinebrychoff1819
Hasan & Partners
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