Upgrade Squad

We were tasked by Hisense to activate its UEFA partnership for the EURO 2020 tournament, by rolling out a meaningful and memorable campaign in six key markets: the UK, Spain, France, Germany, Italy and Russia.

The team devised an influencer-led, social-first campaign to help create some noise around European football’s showpiece event.

Hisense Euro 2020 Activation

What we did

As a continuation of Hisense’s successful ‘Upgrade Season’ campaign – which ran across North America in the build-up to the NBA Play-Offs – the ‘Upgrade Squad’ was reassembled. Led by Dwayne Wade, Lukas Podolski and Marco Materazzi – the squad was joined by 14 ambassadors across other key markets.

Their aim? To improve the fan experience, creating a content series based around TV, ticket and match shirt giveaways.

As part of that, the squad created conversation throughout the tournament with Hisense unboxing videos and competition giveaways to grow knowledge of the brand amongst global football fans.

This content lived alongside Hisense’s EURO 2020 Skill of the Day and day-to-day tournament coverage, ensuring the brand was constantly involved in the dialogue surrounding the on-pitch action.

The results

The ‘Upgrade Squad’ ensured Hisense’s campaign messaging was consistent in key markets, throughout the 163 talent posts shared during the tournament.


Hisense’s network of markets were invited to use the assets across Facebook, Instagram and Twitter which led to huge levels of global engagement and almost 3.5M impressions across key Hisense market social media channels. When broken down into market territories, the UK hosts performed particularly well achieving over 1M Impressions and 100K Engagements.




Increase in follower growth