NISSAN: ICC Champions Trophy 2017 Sponsorship
Action: Increasing brand awareness and brand opinion through ICC sponsorship
Nissan’s Sponsorship Strategy is aimed at increasing brand awareness and brand opinion by associating with the world’s best global sports properties. Being a relatively new brand in cricket, having only been present at the ICC World Twenty 20 in 2016, Nissan had to compete with the likes of MRF and PepsiCo who have a rich heritage in the sport. In this crowded space, Nissan needed to create cut-through and resonate with cricket fans.
Our challenge for Champions Trophy was to bring innovation and excitement to cricket fans all over the World and go beyond the static assets to provide meaningful activations.
Create: Building anticipation, capitalizing on excitement and engaging with fans globally
Through the use of social analytics, we were able to identify that most fans follow the game whilst doing their 9-5 and not at the cricket (given each match is 10 hours long). The data also showed social conversations and excitement levels peaking at different stages of the tournament as well as eliciting different emotions before, during and after a fixture.
Based on this, we formed our three-pronged activation strategy centred around:
Building anticipation prior to the tournament starting with an official trophy tour. A 360-degree video selfie with a Nissan GTR and the ICC trophy gave fans a shareable memory as well as the potential to win exclusive branded merchandise.
Capitalizing on pre-match excitement by carefully selecting and enlisting cricketing legends including the likes of Shane Warne, Virender Sehwag, Ian Bell & Graeme Smith to create social content. While traveling to matches in a Nissan X-Trail the legends broadcast live interviews broadcast on Facebook and Periscope.
Engaging with fans globally during the matches themselves via innovative digital and social formats. These were created in a war room structure housing social media, copywriting and media buying experts to help streamline our digital output.
Impact: Nissan becomes the most recognized ICC brand sponsor
This tournament was an overwhelming success for Nissan, surpassing all of our objectives and setting new benchmarks going into the next major tournament.
- Nissan was the most recognized brand vs all other ICC sponsors across three key markets India, South Africa & UK
- Brand opinion saw double-digit growth (17%) across all key markets (India, South Africa, Australia, Middle-East & UK)
- Nissan was the most talked about brand at the ICC Champions Trophy with 40% SOV across social media vs other ICC sponsors
- Bespoke digital/social content had an average engagement rate of 6% – double the Twitter average for branded sport content