Sure Expands Football-Focused #NeverMoreSure Via Southampton FC Pressure Test Social Ad

Deodorant brand sure continues to expand its football-led #NeverMoreSure initiative with the third core phase focusing on Southampton FC and a ‘Sure Pressure Series’.

The latest strand of the Unilever brand’s triple-play Premiership partnership programme is led by Episode One of the new ‘Sure Pressure Series’ – shot at Southampton FC’s training ground and starring Nathan Redmond, Dušan Tadić and Manolo Gabbiadini.

The activation was initially teased socially by brand and club 24 hours ahead of the core film launch,

How do these #SaintsFC players perform in the Sure Pressure Series?

Watch tomorrow @Sure to find out! #NeverMoreSure pic.twitter.com/foDN7YlY0m

— Sure UK & Ireland (@Sure) March 28, 2017

before the spearhead digital/social spot debuted on the Sure YouTube channel on 28 March.

The video is a test of the players’ ability to handle pressure as self-styled ‘Superior Striker’ Allan Russell puts them through their paces.

The video and its supporting assets are amplified across the brand’s digital and social channels using the #NeverMoreSure campaign hashtag.

How did @Mgabbia23, @NathanRedmond22 & Dušan Tadić perform in these high pressure drills?

Sure Pressure Series, Ep1 #NeverMoreSure pic.twitter.com/UYrcQgwSKZ

— Sure UK & Ireland (@Sure) March 29, 2017

4️⃣ finishing challenges
3️⃣ #SaintsFC stars
1️⃣ champion

Who will win the @Sure Pressure Series? #NeverMoreSure https://t.co/LDDBopw0br

— Southampton FC (@SouthamptonFC) March 29, 2017

A further simultaneous strand within the partnership package sees the deodorant also back the brand-titled, fan-voted ‘@Sure #SantsFC Goal Of The Month’ competition (a social media led initiative running on both brand and sponsor channels).

The nominees are in for the @Sure #SaintsFC Goal of the Month for March: https://t.co/V1vRGM5QDe

— Southampton FC (@SouthamptonFC) March 29, 2017

Three great strikes, but who gets your vote for the @Sure #SaintsFC Goal of the Month for March?

— Southampton FC (@SouthamptonFC) March 29, 2017

The umbrella campaign’s main message, as with previous phases of the initiative, is: ‘Whatever your stage, have the confidence to deliver in the moments that matter. Sure Motionsense technology is activated directly by movement, to keep you fresh with every move. Sure won’t let you down’.

Activative Comment:

This expanding football focused activation – revolving around the brand’s triple Premiership club partnership deal with Chelsea, Everton and Southampton linked to a focus on a trio of players (Hazard, Ross Barkley and Fraser Forster) – began back in late February with a multi-platform launch phase.

The opening salvo in the sponsorship saw digital and social content spanning all three clubs and players, but with an initial focus was weighted on Chelsea attacker Hazard (see case study).

This was then followed with a second stage in mid March revolving primarily around Everton attacker midfielder Barkley,

before moving on to this third Southampton led phase in late March.

The activity’s approach is to highlight how the teams each perform under pressure and the three players and three clubs will be the focus of a campaign spanning at-club, hospitality and other VIP match day initiatives, competitions and ticket giveaways, LED executions, advertising and on demand video across Facebook, Twitter and Snapchat.

The objective behind the partnership initiative for the brand is to leverage the associated money-can’t-buy experiences and tickets in the rights packages in order to engage with the consumer, while also providing exciting content and unique insights to add to their overall spectator experience through social channels

Links:

Sure

http://www.suredeodorant.co.uk

https://twitter.com/Sure

https://www.youtube.com/sureuk

https://www.facebook.com/sureukie

https://www.instagram.com/sure/

Unilever

https://www.unilever.co.uk/

Southampton FC

https://southamptonfc.com/

https://twitter.com/southamptonfc