Launched immediately before Andy Murray’s first match at the 2016 Australian Open, Standard Life is activating its partnership with the player by rolling out the first in a series of new short films fronted by the world number two called ‘Master Your Dreams’.
The online video short, narrated by actor Robert Carlyle, delves into Murray’s mind ahead of his season opener and shows him going through his paces in preparation for the championships in Melbourne.
The long-term savings an investment business is based in Scotland and this player partnership campaigns certainly consolidates its Scottish roots by combining Murray and Scottish actor Carlyle (best known for his roles in Trainspotting and 28 Weeks)
‘Master Your Dreams – Part 1’ is the first in a set of Andy Murray and Standard Life webfilms which will roll out before all four of Murray’s Grand Slam tournaments this year and will be hosted on the brand’s bespoke Andy Murray partnership digital hub at http://www.withandy.com.
This site also already hosts a further series of follow up web films featuring Murray discussing his life and career – including ‘Andy on his ambitions for 2016’
and ‘Andy on winning the Davis Cup’.
As per usual, the partnership content is also amplified across the brand’s social channels,
Watch Part 1 of 'Master Your Dreams' with @Andy_Murray, narrated by @RobertCarlyle_ #withAndy https://t.co/geXNsFWZ6D
— Standard Life Group (@StandardLifeplc) January 18, 2016
along with brand-led support for his attempt to win the Australian Open tournament.
Good luck to @Andy_Murray for his match with @joaosousa30! Watch what Andy says about playing #AusOpen #withAndy https://t.co/4DwWxwtV6u
— Standard Life Group (@StandardLifeplc) January 22, 2016
Standard Life said through a statement: ‘Standard Life’s partnership with Andy Murray tells the story of advancing ambition and commitment to excellence. With their exclusive access, Standard Life has created a series of short films focusing on Andy’s ambition, dedication and passion to succeed.’
The campaign has been developed in harness with agency Synergy Sponsorship
Comment
This fresh film content follows on from last year’s #WithAndy partnership that itself was led by a ‘Partnership Values #WithAndy’ video launched back in February 2015.
(Which, slightly surprisingly, notched up 63,000 YouTube views. Not a huge total by today’s global standard, but nevertheless not an insubstantial number considering the fairly limited activation scale and support).
It was back in June 2014 that Standard Life first announced the beginning of an exclusive three-year, partnership deal with Andy Murray (reported to be worth £4.5m).
Replacing Murray’s previous financial partner RBS.
The Edinburgh based insurer initially kicked off the alliance when Murray appeared at Wimbledon 2014 with a Standard Life logo on his playing arm.
The financial outfit hopes the partnership will significantly increase its brand exposure – both through in-person appearances, global tennis TV audiences numbering around 1.5 billion, and via Murray’s own impressive seven million strong social media following which spans
At the time the partnership was initially unveiled, Graeme McEwan, Standard Life’s group director of communications and brand, said the relationship would create a buzz in the Edinburgh workplace and beyond.
‘Employees at Standard Life are proud to see us associated with such a successful individual, and many are beginning to back him on social media as part of our #withAndy campaign. Our Edinburgh-based employees are looking forward to his first visit to our offices here.’
Murray himself added: ‘It was important to me to find a company that shares the same values, and also understand the demands of my sport. Standard Life started in Scotland, and are now operating successfully around the globe. I’m looking forward to the next three years, and hopefully beyond.’
Indeed, the tie-in kicked off with an Edinburgh head office visit.
Standard Life is also one of Murray’s personal sponsors contributing to his ‘Andy’s Aces’ initiative for UNICEF.
Last year Murray raised around £100,000 for the Unicef charity after donating £50 every time he hit an ace on court.
Murrays own donations were matched by his sponsors Standard Life and Under Armour, tennis associations like the Lawn Tennis Association and The Association of Tennis Professionals and fans.
Standard Life employees also participated in fundraising.
Unicef said the donation will allow the organisation to provide over 16,000 children with blankets.
Links
Standard Life Any Murray Partnership Web Hub:
Standard Life Twitter:
https://twitter.com/standardlifeplc
Standard Life Facebook:
https://www.facebook.com/standardlifeUK
Standard Life YouTube:
https://www.youtube.com/user/Standard…
Synergy Sponsorship:
