Aruba, a wireless networking division of Hewlett Packard, activated its partnership with the Birmingham 2022 Commonwealth Games in late June through an online video series called ‘Connected’ which featured UK comic Guz Khan teamed up with company to help ‘Khan-nect’ the Games.
The three episode, long-form series follows the adventures of Guz Khan, whose full name is Ghulam Dustgir, as he explores how Aruba is creating the Commonwealth Games network and connecting its flagship arena and stadiums (including the Alexander Stadium, the Sandwell Aquatics Centre and Edgbaston Cricket Ground).
The campaign, which was created by agency Dark Matter, consisted of three episodes of between four and six minutes long and the video’s stream across Aruba’s social media platforms – including Facebook, Instagram, Twitter, YouTube and VOD.
Episodes 1 and 2 dropped on 28 June, a month ahead of the start of Birmingham 2022 which run from 28 July to 8 August.
The Dark Matter team which devised and created the activation was led by Head of Marketing Science Daniel Tremayne-Pitter and the films were helmed by Johnny Foreigner Director Christian James.
“We wanted to entertain audiences and to connect the brand with The Commonwealth Games in a memorable way and maximise the talent we were lucky enough to work with,” explained Dark Matter’s Daniel Tremayne-Pitter.
Director Christian James added: “It’s been a three month project and it’s amazing to see it come together now in the run up to the Commonwealth Games. I’m proud of what we have achieved – it’s everything I love; feel good, vibrant and energetic comedy. As a director I straddle broadcast and commercial films so this type of content is perfect. It brings everything together for me.”
Executive Producer Simon Fagan, Producer Josh Peacock, Production Manager/Head Of Campaign Ellie Bird, DOP Ben Pratchett, 1st AD Tom Henfrey, 2nd Unit Jon Fry, Grip Jay Cox, Art Director Sarah Forey, Editor Denny Denko, hair and makeup was by Gracie Jai Cox, with post sound handled by Glen Yard, grade by Jess Vile and music by Mike Payne.
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Dark Matter’s tactic was to use long form content as a solution to a challenge which involved activating an event which has many stakeholders and promoting a service which isn’t easy to visualise or engage with.
The series is part of a wider Aruba Games activation programme which included the 6 July release of an online video interview with Birmingham 2022 CEO Ian Reid across its own digital and social platforms.
Aruba, which has a strong track record of connecting international sporting events and fixtures, has partnered with the event to provide the Venue Network Infrastructure for the Birmingham 2022 Commonwealth Games.
It was back in 2021 that HPE’s Aruba was appointed as the official venue network infrastructure supporter for the Birmingham 2022 Commonwealth Games to provide networking solutions across the various venues at the Games for the 6,500 athletes competing and possible one million ticket holders.
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