In early June, Hisense leveraged its official sponsorship of the UEFA Nations League Finals in Portugal through a campaign called ‘Skills Brought to Life’.
The Chinese television and appliance manufacturer’s campaign aimed to leverage the tournament’s international reach to engage with fans around the world and reinforce its global brand positioning.
The approach was to showcase and leverage the talent to be on display during the tournament through a campaign celebrating the extraordinary ‘skills’ of the world’s top footballers.
The campaign launched with an event that unveiled two Portuguese football stars – current national team and Manchester City attacker Bernardo Silva and Barcelona and Chelsea legend Deco – as the campaign’s lead athlete ambassadors.
The pair were chosen as Hisense endorsers for their host nation status and the fact that they are two of the country’s most skilful players – current and past.
The activation was spearheaded by a hero film, debuting on 3 June and running on TV and online, featuring Silva and Deco battle it out to fight for control of the TV remote before kick-off – with help from various items from their Hisense fridge.
Which was followed by shorter spots and a ‘making of’ video featuring various Hisense products.
Both players fronted Hisense’s social media interactions with football fans around the world – bringing an unforgettable experience to many while building hype for the tournament finals.
SKILLS ARCHIVE
Champion, playmaker and @HisenseSports ambassador@BernardoCSilva was instrumental in @selecaoportugal’s Nations League campaign & provided the crucial pass that helped them lift the
a href=”https://twitter.com/hashtag/NationsLeague?src=hash&ref_src=twsrc%5Etfw”>#NationsLeague #RealLifeSkills #SkillsArchive #SkillOfTheDay pic.twitter.com/h3af1vC4R6
— Hisense Sports (@HisenseSports) June 10, 2019
SKILLS ARCHIVE
It wasn’t just during the UEFA Nations League Finals that @selecaoportugal were on
It takes some skill to be able to slam the ball top corner#NationsLeague #RealLifeSkills #SkillsArchive #SkillOfTheDay #Portugal
— Hisense Sports (@HisenseSports) June 11, 2019
The two host nation players also featured in ‘Skills Brought to Life’ creative on the ground through the tournament through pitchside LED boards, giant stadium screens and designated commercial display areas across Portugal as the four remaining teams in the competition – Portugal, Switzerland, England and the Netherlands – compete for the new championship trophy between 5 – 9 June.
Comment:
Hisense places sports sponsorship at the core of its marketing mix with a partnership stable that includes The Australian Open, Red Bull Racing F1 Team, NASCAR’s XFINITY series, Joe Gibbs Racing and football as the key central pillar of this strategy which sees it seeks to grow global brand awareness: an approach which began through its sponsorships of UEFA Euro 2016 and the 2018 FIFA World Cup (and a tie up with German football club FC Schalke 04 and Italian side Torino).
This will continue next year when Hisense rolls out its comprehensive, global UEFA Euro 2020 activation programme.
It was in April 2019 that Hisense and UEFA announced a global partnership deal for its men’s national team competitions focused on UEFA Euro 2020 (which will be the 60th year of the tournament).
As a global partner, Hisense will engage in various global marketing and advertising activities to leverage Euro 2020.
Commenting on the global partnership, Fazalur Rahman, Marketing Director, Hisense Middle East said: “Hisense is witnessing a strong increase in brand awareness through sports sponsorships and we are excited to be a part of the 2020 UEFA European Football Champions. It will be held for the first time in 12 cities in 12 countries in Europe. This is indeed a major global initiative by Hisense, right after finishing a highly successful 2018 FIFA World Cup Sponsorship. We plan to keep the momentum high and continue Hisense’s winning streak through global sports marketing”.
Links:
Hisense
https://www.seetheincredible.com
https://www.facebook.com/HisenseSports
https://www.instagram.com/hisensesports
https://twitter.com/HisenseSports
https://www.youtube.com/channel/UCVWVvaRqISdaosM65yVKCPg/featured
UEFA
https://www.youtube.com/user/UEFA
https://www.facebook.com/ChampionsLeague
https://twitter.com/ChampionsLeague
https://www.instagram.com/uefa
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