Autumn 2008 saw the Dutch banking brand launched a YouTube channel to support its sponsorship of Formula One and the ING Renault F1 Team. The digital video channel was set up initially to host a series of short films entitled ‘ING Explains’. It aims to provide a behind-the-scenes look into the world of… Continue reading ING’s YouTube Channel Supports F1 Sponsorship
Author: j.edwards
Tate Modern’s Street Art backed by Nissan Qashqai
Nissan’s overarching ‘Urbanproof’ campaign for the Qashqai model revolves around Street Art and Free Riding. Nissan supports Street Art because it believes this movement re-interprets the urban environment in the same way the Qashqai does. To activate this approach, Nissan partnered with the Tate in London for a Street Art Exhibition used the Tate… Continue reading Tate Modern’s Street Art backed by Nissan Qashqai
Twix & Absolute Radio Happy Together At Tea
As part of Twix’s new ‘Happy Together’ big idea – which aims to encourage people to down tools, relax with a cup of tea and enjoy the chocolate bar – Twix became the sponsor of Absolute Radio’s weekday afternoon show. Airing between 1pm – 5pm, the afternoon ‘Tea With Twix’ show aimed to amplify… Continue reading Twix & Absolute Radio Happy Together At Tea
Eurostar’s Digital National Gallery St Pancras Show
Eurostar and the National Gallery partnered to create Station Masters – the world’s first interactive digital art gallery for international travellers. An exhibition for the millions of rail passengers passing through the London station heading for mainland Europe. Located in Eurostar’s St Pancras departure lounge, Station masters is an interactive gallery displaying a selection… Continue reading Eurostar’s Digital National Gallery St Pancras Show
Nestle Drumstick Family-Led MiLB Sponsorship
Forget about the top tier, Nestle has signed a sponsorship deal with Minor League baseball (MiLB) and will initially activate its rights through a range of events including hosting Nestle Drumstick Family Days at ballparks around the USA. A family-centric strategy lies behind the new partnership and the brand will focus on engaging parents… Continue reading Nestle Drumstick Family-Led MiLB Sponsorship
Van Cleef Sponsors Royal Ballet’s ‘Balanchine Jewels’
Premium jeweller Van Cleef & Arpels joined forces with high end private banking brand Coutts & Co to co-sponsor the Royal Ballet’s new production of Balanchine’s Jewels. A real case of synergy between sponsor, rights owner and event (not to mention consumer demographic). The fit for Van Cleef was ideal and the sponsorship… Continue reading Van Cleef Sponsors Royal Ballet’s ‘Balanchine Jewels’
Fiat 500 Launches With Channel Five Takeover
The centrepiece of the integrated UK campaign to launch the new Fiat 500 is Britain’s first-ever complete channel sponsorship. For one evening, Five becomes Channel 500 with bespoke idents in the evening and ads in every break. Within each 25-second ident, Fiat branding appeared for 15 seconds with the cars effectively becoming the… Continue reading Fiat 500 Launches With Channel Five Takeover
Scottish Opera’s Crowd Funds Sponsor-A-Character
From crowdsourcing for content and creativity, to crowdfunding for raising cash, the increasing power of the consumer combined with the technology tools at their fingertips means that crowds too can be a source of collective sponsorship for many organisations. Back in 2006, a Scottish opera needed to supplement its funding, and chose a crowdfunding… Continue reading Scottish Opera’s Crowd Funds Sponsor-A-Character
P&G’s Cover Girl’s Product Placement In Cathy’s Book
Procter & Gamble has signed a marketing deal with the publisher of a new “interactive” novel to promote its Cover Girl make-up brand in a new form of literary product placement. “Cathy’s Book: If Found Call (650) 266 8233”, described as a genre-bending mystery for young adults has become one of the few books… Continue reading P&G’s Cover Girl’s Product Placement In Cathy’s Book
Panasonic Idents/Bumpers Sponsor Sky Movies
Panasonic launches HD Viera range to establish itself as sector leaders (despite its competitors having bigger marketing budgets) with an annual sponsorship of Sky Movies. The partnership gave Panasonic the opportunity to show off its product attributes and associate the brand with the biggest blockbuster movie premieres – together bringing the ultimate home entertainment… Continue reading Panasonic Idents/Bumpers Sponsor Sky Movies
Lurpak Spreads Awarness Across UKTV Food
Lurpak launches an integrated sponsorship of UKTV – spanning both TV and online platforms – to boost awareness, enhance its brand status and highlight its values. The six month sponsorship of UKTV Food on Sundays linked Lurpak to well-loved chefs appearing on the channel including Nigella Lawson, Delia Smith, James Martin, Keith Floyd and… Continue reading Lurpak Spreads Awarness Across UKTV Food
Levi’s Teams Up With Trouble TV To Target Youngsters
Levi’s looks to boost brand perception among high spending youngsters with its first TV sponsorship tie up with Bump ’n’ Grind on Virgin’s Trouble TV youth channel to support dance talent. Research showed that youngsters are not only fickle in their tastes they’re also big spenders on fashion clothing, so the jeans giant aims… Continue reading Levi’s Teams Up With Trouble TV To Target Youngsters
