Vodafone
Team of Us
Virtual Event | Direct Marketing
The challenge:
“Team Of Us” is the platform for Vodafone’s sponsorship of the Irish rugby team, its mission is to create the most interconnected team and fan base on the planet. The Six Nations series of international rugby matches are an important chapter in activation of this sponsorship. The Six Nations Sponsorship Activations represent a vital pillar in Vodafone Business’ CRM strategy. In-person corporate hospitality at the matches allow engagement with business customers in a range of exclusive experiences, deepening relationships and creating new ones.
2021 was to be no different. Except it was.
Ireland was in the grip of the Covid19 pandemic, and in spring 2021 was experiencing the most severe of Government restrictions on activity. Sporting events held behind closed doors. Non-essential travel was outlawed. And hospitality was entirely ruled out.
The solution:
We translated the key facets of the real world activation and re-interpreted them in a virtual experience. We adopted a hybrid approach to hospitality and created a ‘Match at Home’ hamper to share with guests, including gifts ranging from home pizza kits, themed snacks & the essential TOU merchandise.
To accompany the matches themselves, we devised a full exclusive Team of Us series of programmes shared exclusively with Vodafone Business customers. Produced to full TV broadcast standard, recorded and transmitted from a full TV studio the show offered customers the same special access which is a hallmark of this brand’s sponsorship, bringing the unrivalled level of access to the match experience. Shows featured former and current players offering on the spot commentary and analysis.
The results exceeded all targets for engagement and post event evaluation set. In another important development, this virtual event allowed Vodafone to extend the Team of Us experience to a wider, cumulatively more valuable audience in a strategy likely to be repeated in their approach to events into the future.
This series won Gold in the European Sponsorship Awards for Best Use of Virtual Experience.
