Ahead of the UEFA Nations League finals, Hisense challenged us to create a brand activation at the concourse of Estádio do Dragão to engage with fans and celebrate their partnership with UEFA.
Project Overview
The UEFA Nations League is the new competition organised by European football’s governing body, UEFA, comprising 55 national teams and which largely replaces the international friendly matches previously played on the FIFA International Match Calendar. It recently concluded its inaugural campaign with the final stages of the tournament taking place in Portugal. The host nation defeated the Netherlands in the final to become the first ever champions of the UEFA Nations League.
Aiming to leverage their partnership with UEFA, drive brand awareness and connect with football fans, Hisense engaged us to deliver an experience that would leave a legacy of memorable moments and positive brand recognition.
The Ultimate Experience
We conceived a sociable space to hang out pre-match, within the concourse of Estádio do Dragão, Porto, that was live for the first semi-final, featuring Portugal and Switzerland as well as for the final, between the Netherlands and Portugal.
Our team produced a fully-branded bespoke Hisense area where fans could relax during the pre-match and play a video game with their friends, with Hisense TV’s and PlayStations at hand. Additionally, we provided bespoke Hisense coloured bean bags for fans to sit on, rounding off a fun environment and connecting fans with the brand.
To drive social amplification, we encouraged fans to take pictures with branded selfie boards and player cut-outs and post them on social media using the hashtag #RealLifeSkills and @HisenseSports.
Subsequently, we captured the imagination of fans with world freestyle champion Sean Garnier performing a show and challenging fans to a Panna competition – with a chance to win a 65” Hisense TV if they managed to nutmeg him.
Finally, the ultimate matchday experience for the final saw the appearance of Portuguese legend Deco for an autograph session as well as a 2v2 battle where he took on two fans alongside the freestyle star Garnier in an epic showcase of football skills.
Outcome
The UEFA Nations League finals exceeded expectations and attracted a global television audience of 100 million and an overall fan attendance of 127,067 (31,767 per match).
We sucessfully brought to life the Hisense partnership in a meaningful and impactful manner. Through immersive branded spaces and interactive football activities featuring stars, we ramped up the excitement ahead of the decisive games and allowed fans to enjoy extraordinary experiences. Two lucky fans also won a brand new Hisense TV, after showing off impressive footballing skills.
The overall Hisense content campaign associated to the UEFA Nations League performed exceptionally well, delivering over 3.1M views across all social media channels (Facebook, Instagram, Twitter) and 400K engagements (likes, shares, comments). Sean Garnier’s content was an amazing highlight of the campaign, as the global freestyling icon delivered 1.4m views and 399k likes.
If you are interested in learning more or would like to see how we could help you enhance your event please get in touch.
