We helped connect market-leading Chinese consumer tech manufacturer Hisense on their sponsorship activation at the Euro’s 2016.
Connecting Hisense with the European Market
By hosting a sponsored fan zone in each of the ten host cities, Hisense has the perfect platform to create an immersive brand experience and showcase their products to fans through a shared passion for football. With Euro 2016’s expanded format and the largest audience in the history of the competition, Hisense’s sponsorship of Euro 2016 gave them an opportunity to reach at least 5 million potential customers. In order to amplify their Euro 2016 #FeelEverything campaign and maximise brand awareness, Hisense entrusted us to bring their fan zone spaces and product offering to life.
Defining brand awareness
Hisense’s brief was to ensure that their brand identity and product offering enhanced fans’ experience of Euro 2016 in an engaging manner. Working with Hisense’s creative team, we identified headline Hisense products and how they could be used to connect with fans. We wanted fans to leave the fan zone with an awareness of Hisense and how their products enhanced their attendance at Euro 2016.
To further amplify this message, we designed and produced large scale fan zone structures based on the packaging designs of their TVs in order to mirror a cornerstone of their overarching brand advertising campaign for Euro 2016. By creating visually impactful brand structures, we aimed to attract fans’ attention and raise awareness of Hisense’s brand in order to encourage them to engage with the fan zones.
After developing fan zones that embodied Hisense’s brand identity we then moved onto designing activation points in each fan zone. These encompassed Hisense’s products so that we could demonstrate their key features in a manner that would enable fans to really #FeelEverything. Fans’ engagement and interaction with Hisense’s brand and their products are being driven by two main football games; The reaction challenge where each player is given a ball and must dribble the ball to specific lights in 40 seconds to score points and secondly the goalkeeper challenge where the player stands in front of a giant screen and uses their hands in an attempt to save shots.
Delivering brand consciousness
As a way to further engage fans, we chose to hire students from each of the respective host cities to be Hisense’s brand ambassadors. The students’ love of the game and sense of pride embodies the exciting atmosphere surrounding the tournament and Hisense’s sponsorship activation. Our brand ambassadors’ connection with Euro 2016 is integral to encouraging fans to engage with the Hisense’s brand through a common passion.
Since Euro 2016, Hisense has seen an increasing number of fans engaging with their fan zones with more and more people taking part in the reaction and goalkeeper challenges. The increase in participation figures suggest that awareness of Hisense as a brand and their products is growing.