FM 2023 complete (1) - Flipbook - Page 24
FMBE Case Studies. Cont. PrettyGreen–NotOnTheHighStreet
Imagination-Visa
Visa asked Imagination to build a brand
experience to activate its FIFA World
Cup sponsorship that would help the
brand to be understood more broadly to
be more than just a credit card. Here’s
how Visa Masters of Movement
addressed that.
Michael Owen, Tim Cahill, Jared
Borgetti, Carli Lloyd and Maxi
Rodriguez – were transformed
into works of art, minted as NFTs,
and auctioned on Crypto.com,
with all proceeds going to the
charity Street Child United.
VisaMastersofMovement
FIFAFanFestival
The Visa network enables the seamless
movement of money across the world,
just like the best football players move
on the pitch.
TheIdea–AWorldCuplikeno
other
With all eyes on Qatar for the first FIFA
World Cup in the Middle East, Visa
wanted to use their sponsorship of the
tournament to demonstrate that the
brand is much more than just a credit
card.
In Doha, everyone got the
opportunity to be an artist as they
stepped into the Visa Masters of
Movement arena. For four
minutes, the pitch was their
canvas as they represented their
nation in front of packed crowds
in Qatar. Using the tracking
technology, all movement was
tracked in real time and displayed
on the LED surface that made up
our arena.
The key moment of each game –
either a goal or a skill move – was
transformed into digital art,
minted as an NFT for each player,
and dropped into their Crypto.
com wallet. A unique,
personalised souvenir of their
experience, which they could
Visa Masters of Movement was built
share, keep or sell – which they
around a new technology that
transformed football moves on the pitch did, in their thousands.
into digital art that could be instantly
Valuefortheaudience
minted as NFTs.
In Qatar, fans themselves were
The first step is to capture the move,
the star of the show, getting to
with tracking technology that records
play with their friends and
every action on the pitch, including
represent their country in front of
player movement, ball position, passes, packed crowds at the World Cup.
skill moves and goals. The tracking data
then feeds an artwork algorithm, which Valueforthebrand
produces flowing real-time
Visa positioned itself at the
visualisations of the move as it unfolds. forefront of innovation by creating
Then the goal, or piece of skill is
a bespoke, data driven experience
exported as a dynamic digital work of
on the world’s biggest stage. This
art, ready to be minted as an NFT.
also drove behaviour change, as
12,000 people signed up and
NFT Auction
minted an NFT, participating in
In the build up to the tournament, iconic the digital economy thanks to
moves from five legendary players –
Visa.
Visa’s global campaign around the
tournament was ‘For Fans Everywhere’,
and the brief was to create an
innovative, accessible experience for
the FIFA Fan Festival in Doha that
enabled participation for all.
22
Summer 2023
FMBE asked PrettyGreen for the inside track
on September’s popular pop up full of pick me
ups for Not On The High Street. Here’s what
they told us.
PrettyGreen was asked by Not On The High
Street (NOTHS) to present NOTHS’ new
brand platform and cooler brand product
portfolio as the new ‘gifting destination of
choice’ for Gen Z and Millennials. Here’s how
we addressed that.
currency to exchange a gift in store. Our
army of empathetic actors were all ears as
hundreds of consumers walked the FML
gifting aisles and shared their life troubles
with our staff.
Amplification: A layered amplification
approach with a CTA to head down to the FML
store and “Share your FML moment” in
exchange for a free gift:
Product Edit: NOTHS developed a curated
product page on the NOTHS homepage which
suggested and presented different gifts for
NOTHS brand platform enables us to tap into
different FML moments providing a further
alternative and unexpected gifting moments
call to action for PR through product
beyond the ‘big four’ – Christmas, Mother’s
placement opportunities focused on Mercury
Day, Father’s Day, and Birthday.
in Retrograde gifting.
The idea – The FML Store + Edit
Driving Conversation: We kicked off our
Our strategy unpicked what NOTHS’ new
launch with commissioned research which
brand platform of ‘gifting moments of joy’
revealed Brits will endure seven bad – or
meant to this younger audience with insights “FML” – days a month with over half of Brits
showing that a gift was much more
(56%) agreeing that an unexpected gift from
meaningful to Gen-Z when it was an
a friend positively lifts their mood. This
unexpected response to things not going so enabled us to organically ladder up to
well.
promote The FML Edit via consumer news.
Making more moments of Joy
By not going well, we mean the up’s & downs
of being under 35. Dumped, ghosted, cheated
on, bad interview, sh*t haircut, skirt stuck in
pants, email sent to all, colloquially called
‘f*ck my life’ or ‘FML’ moments. It was these
authentic moments recognised that we knew
floated our audience’s boat.
Enter the NOTHS FML Store and Edit – a
vibrant campaign elevating a curated edit of
gifts perfectly matched to FML moments
(Love Trouble, Work Drama, Epic Fail,
Fuming, Cringed, Frazzled) and made
available via an IRL retail ‘empathorium’ as
well as the NOTHS website.
Launched in September to coincide with
Mercury in Retrograde (an astrological bad
luck moment) the FML Store swapped bad
luck stories for free gifts, and we partnered
with irreverent Sam Thompson to amplify
NOTHS FML Store and Product Edit across
social and earned media…
The FML store: A pop up retail
‘empathorium’ in London’s Soho, where the
down in luck could use their FML moment as
Following this we shared the news about the
FML Store with London Listings press landing
coverage in the likes of The Evening Standard
& Time Out and we invited popular ‘What’s
On’ TikTokers including Pop-Ups London, My
London, and London Hotspots to capture
content of The FML Store for their channels
which drew Gen Z visitors to the pop-up.
Talent Partnership: We partnered with
unlucky reality TV star Sam Thompson to
amplify The FML Store and The FML Edit
through social content across his Instagram
and TikTok channels and via press interviews
with The Metro, Daily Mail and Heat.
Value for the consumer: In London, NOTHS
consumers had the opportunity to have their
FML moments remedied with a free gift in
the pop-up ‘empathorium’.
Value for the brand: The activation drove
consideration for NOTHS increasing share of
voice by 7% across the campaign week and by
26% during the FML Store open days,
doubling the NOTHS average.