Hisense’s based its Euro 2016 activation strategy around an ambitious and unusual twin track approach: #FeelEverything focused on hero product imagery and real-time reactive content, while #QuestForGlory revolved around animated sequences with official mascots Harley and Beta to tell stories that define the tournament.
The more product-led and match-relevant #FeelEverything multi-language and multi-market ad campaign – spanning TV, print, OOH, digital and social – focused more on fans on the street, supporter emotion and the action on the pitch,
Tense start in Bordeaux, #GER dominating possession. Both sets of fans in voice! #FeelEverything #GERITA #Euro2016 pic.twitter.com/ByZC1QhAOl
— Hisense Football (@HisenseFootball) July 2, 2016
blended with real-time imagery and reactive assets integrated with product imagery.
Relax with some French delicacies and we'll see you for the second half! #Euro2016 #FeelEverything #FRAIRL pic.twitter.com/xuCku9E8VU
— Hisense Football (@HisenseFootball) June 26, 2016
Congratulations #POR !!!
See you in Paris! #FINALISTS #Euro2016 #FeelEverything pic.twitter.com/6grpfJDig6
— Hisense Football (@HisenseFootball) July 6, 2016
These game-relevant activation phase also included the official #DefiningMoment strand,
#DefiningMoment: Penalty or not? You have to play the hand your dealt #GERFRA #Euro2016 #FeelEverything pic.twitter.com/1It7iHqDKO
— Hisense Football (@HisenseFootball) July 7, 2016
while European high-profile football influencers will produce short-form videos incorporating Hisense products to leverage a wide online reach across social media channels.
Bombers avete visto il video per Hisense EURO2016? ?
INFO: https://t.co/oLQvxsomOR
VIDEO: https://t.co/TA9UK2VuuC pic.twitter.com/lE4KNhMYjZ— I2Bomber (@I2Bomber) June 29, 2016
Meanwhile, the parallel ‘Quest For Glory’ strand was based around animated sequences with the brand’s own official mascots Harley and Beta to tell stories that define the tournament.
The cartoon creative executions and assets, which rolled out from early June, were initially led by a ‘Quest For Glory’ 30-second trailer,
followed by the full 4 minute and 30-second animated short (which also saw the brand’s cartoon characters meeting the official UEFA Euro 2016 mascot Super Victor.
Another pre kick-off strand of the activation, continued the animated creative approach was a ‘Quest For Glory’ ticket giveaway programme
which offered fans the chance to win tickets to Euro 2016 and Hisense 4K TVs through Twitter https://twitter.com/HisenseFootball and the initiative’s digital hub at http://quest-4-glory.com/contest-en-u…
https://twitter.com/HisenseFootball/status/745350719541284865
WIN a Hisense TV and enjoy #Euro2016 in style! Just follow and RT to be in the draw! #FeelEverything pic.twitter.com/ZAH9OynwFD
— Hisense Football (@HisenseFootball) July 1, 2016
CONGRATULATIONS @Rikki_Turner – the winner of the #HisenseQuest competition! See here for his great entry #EURO2016 pic.twitter.com/xlgWTWSxOD
— Hisense Football (@HisenseFootball) June 30, 2016
The animated characters also featured in various activation assets and content pieces – especially across social platforms – through the tournament
CONGRATULATIONS @Rikki_Turner – the winner of the #HisenseQuest competition! See here for his great entry #EURO2016 pic.twitter.com/xlgWTWSxOD
— Hisense Football (@HisenseFootball) June 30, 2016
The biggest stage is for the biggest players. Will it end early for one of tonight's superstars? #FeelEverything pic.twitter.com/0JwuR5Ibgj
— Hisense Football (@HisenseFootball) July 10, 2016
Hisense will have LED boards at stadiums throughout the UEFA Euro 2016 tournament with the company logo appearing frequently on pitchside hoardings with the slogan ‘China’s No1 TV brand’, as well as the brand imagery flashing on TV screens every time the match score is shown during games.
Hisense also created Fan Zone experiences at each of the 10 France 2016 host cities: including plenty of experiential initiatives and shareable mechanics for fans – like the ‘Reaction Challenge’.
If you visit a UEFA @EURO2016 fan zone this summer be sure to take the Hisense reaction challenge! #FeelEverything pic.twitter.com/tp6cPVwWrk
— Hisense Football (@HisenseFootball) June 21, 2016
From Paris to Marseille, France fans are ready cheer for the host nation tonight! #Euro2016 #FeelEverything #GERFRA pic.twitter.com/QB0VSWxcxd
— Hisense Football (@HisenseFootball) July 7, 2016
‘With such an engaged online audience during live sport, most of our outreach will focus on the acquisition of fans and awareness of Hisense as a brand,’ outlines UEFA Euro project lead at Hisense Andre Iannuzzi.
‘We believe that it is crucial to connect with the fans in a meaningful way and are extremely excited about the campaign.’
Comment
It was in January 2016 that Hisense signed up with UEFA as the 10th global partner of Euro 2016.
The flagship Quest For Glory full length animation racked up a solid 171,224 views on the official Hisense Football YouTube channel, while the combined tournament activation programme helped drive Hisense Football Twitter account stats up to 24,000 followers.
The partnership is part of UEFA’s expansive strategy stretching out to fans and commercial partners beyond its traditional European and Western heartland.
In addition to consolidating its partnerships with established Western brands with track records in global event sponsorships (like Adidas , Carlsberg, Coca-Cola and McDonald’s), UEFA has also added new names to its phalanx of commercial supporters as it seeks to promote the game beyond Europe and the West.
Early signs of this came in 2000 when it allied with South Korean auto giant Hyundai and since then it has signed sponsorships with Azaberjan state energy company SOCAR, China’s Hisense and Turkish Airlines.
UEFA first teamed up with Hisense in January 2015 and at a similar time global football governing body FIFA signed a sponsorship deal with fellow Chinese conglomerate Wanda Group
Chinese companies have been showing a growing interest in soccer, particularly since President Xi Jinping, an avid fan of the sport, pledged to make China a major power in the game.
‘New brands sponsoring football have got their eye on unlocking a youth audience in Asia,’ said Andy Sutherden, a sports marketing expert at H+K Strategies.
‘Football magnetises a youth audience that is otherwise difficult to reach.’
The IOC also came under pressure from rights groups before the inaugural European Games in Baku last year to say more about the treatment of Aliyev’s opponents in Azerbaijan.
Despite human rights led pressure brought to bear on property owners like UEFA, the IOC and FIFA from human rights organisations like Amnesty International, Hisense is steadily expanded its global sports sponsorship portfolio and also has official partnerships with the Australian Open tennis tournament, German Bundesliga side Schalke and China will also host the IOC’s Winter Olympics in 2022.
Links:
Hisense Football Twitter:
https://twitter.com/HisenseFootball
Hisense Football Facebook:
http://facebook.com/hisensefootball
Hisense Football Instagram:
http://instagram.com/hisensefootball
Hisense Football Quest For Glory Web:
http://www.quest-4-glory.com/
http://quest-4-glory.com/contest-en-u…
http://quest-4-glory.com
—-
Hisense ‘Harley & Beta’s Adventures YouTube:
https://www.youtube.com/watch?v=fOFQ9…
Hisense / David Guetta Song ‘This One’s For You’ YouTube:
https://www.youtube.com/watch?v=QKqP3…
Euro 2016:
Euro 2016 Twitter:
Euro 2016 Facebook:
https://www.facebook.com/uefaeuro
Euro 2016 YouTube:
https://www.youtube.com/UEFA.tv
Euro 2016 Instagram:
https://www.instagram.com/uefaeuro/
Euro 2016 Vine:
UEFA:
