Move with Sure
In 2021, Sure briefed us to leverage its football partnership portfolio and deliver a content-led campaign to drive their global purpose (movement) as well as product saliency.
Targeting 18–35-year-old males, we needed to ensure the brand remained front of mind during the football season, encouraging people to stay active whilst also raising purchase consideration.
What we did
Working with partner clubs, we activated contractual rights to create engaging content aligned with Sure’s objectives.
The campaign was spearheaded by a suite of product-led TVCs featuring Man City and Chelsea stars, driving awareness throughout the Premier League season and supported by premium media buys. In a first for the brand, we adapted the aforementioned TVC assets to wish partners City and Chelsea good luck in the Champions League Final.
We also wanted to ensure relevancy during the key summer sales period, capturing a suite of social assets with England star Mason Mount to run across brand and player social channels during Euro 2020.
In line with the global brand purpose, we also kept people moving during lockdown, working closely with Wayne Bridge to create a series of home workouts, providing accessible content to keep people active.
The campaign was a big success, with the brand enjoying a 31% sales uplift across their key summer sales period. A year-round TV campaign delivered saliency and, reinforced by a strong suite of social first content throughout the year, we ensured the brand cemented their status within football.
Sales uplift (August vs July)
Reach on ‘Workout with Wayne’ content
Pieces of content across partner clubs and ambassadors