I executed hand in hand with the Marketing Team a multi touch-point campaign (digital & social, print, experiential) centred around the theme of soccer and sports to celebrate the newly formed partnership between Unruly (now Nexxen), VIDAA and FIFA+ and to promote a new consumer trends study around the 2022 World Cup in Qatar.

The Brief:

In order to design and cultivate a truly distinctive and captivating experience that resonates with Unruly's existing clientele while also piquing the curiosity and enthusiasm of potential prospects, the overarching objective was to immerse them in the thrilling and innovative collaborative venture forged with VIDAA and FIFA+. The end goal was to promote Unruly's newly completed World Cup-based consumer study.

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Project Overview:

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• The campaign required a unique and cohesive visual identity that would transpire across a series of teasers across all social media platforms to entice diverse audience and boost attendance, a series of infographics, the design of the whitepaper (the centre piece of the campaign), various downloadables, and the event itself which included the art direction of two motion graphic designers and coordination with the in situ set up team.

• The campaign would be subsequently regionalised with events happening in the US and the research itself being adapted to 10 different markets across the globe.

• During an evening at AURES, a truly one-of-a-kind immersive event space, attendees found themselves transported into a mesmerising 360-degree football stadium, creating an atmosphere that accommodated the presence of more than 200 enthusiastic individuals.

• The centre piece of the event was an exclusive interview with ex-soccer player Alan Shearer. The conversation revolved around compelling topics, including the highly anticipated 2022 World Cup, the exciting advertising opportunities it presented, and the promising trajectory of the sport itself.

• The entrance to the venue underwent a remarkable transformation, evolving into a lively stadium-themed outdoor space studded with photo opportunities, lifelike panels mirroring the exterior of a real stadium, and an array of vendors offering an assortment of soccer-related gadgets and memorabilia.

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Project Results:

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• With an impressive turnout of more than 250 attendees, the event proved to be a resounding success, drawing in a diverse crowd eager to immerse themselves in the world of football and advertising.

• The social engagement soared by an impressive 48%. This surge in online interaction proved the success of the online teaser campaign with its compelling content shared prior and during the evening.

• In addition, the event led to a substantial growth in Unruly's LinkedIn following, with a noteworthy addition of 380 new followers. What's even more noteworthy is that a significant 72% of these new connections hailed from the advertising industry, underlining the event's efficacy in forging valuable professional relationships within this sector.

SOCIAL MEDIA CAMPAIGN: