Agency: Fuse, London

Roles: Executive Creative Director & Executive Producer

Project Type: Integrated Campaign (Content, PR, Experiential, OOH, DOOH, Talent, Digital, Social, Hospitality, In Stadium, Paid Media, Partnerships)

Case Study:

A fully integrated campaign, delivering across many media channels, leveraging FedEx’s rights as a Champions League Sponsor, to create awareness and build affinity with both B2C & B2B audiences.

Working with the teams across Strategy, Rights Management, PR, Media, and Data, my role was to formulate a campaign platform and ensure it was delivered coherently across all activations and media, to create the most impactful UEFA Champions League Final campaign for FedEx.

We started by looking at a creative platform that could deliver both brand and sponsorship objectives, across all touchpoints. We netted out with ‘Trusted to deliver,’ which we built out into a messaging hierarchy so it could work in everything from basic headline formats, to rich content and in-person experiences. Having a solid messaging matrix and storytelling pillars, ensured all teams could activate effectively and create a bigger halo effect for the sponsorship.

FedEx actually deliver the UEFA Champions League Trophy to the host stadium of the Final, so they have an integral role to play in proceedings, unlike most sponsors. We wanted to amplify that to maximise authenticity as a sponsor and to demonstrate what the business does as a logistics provider, so we decided to focus on the story of the trophy moving from UEFA HQ in Switzerland, to Wembley Stadium, in London.

We built out a campaign timeline with key moments to ensure we capitalised in the build up to the Final, creating brand awareness over a much longer period than just Final weekend. We decided talent would draw more eyes to the campaign and after a qualification process, signed UCL Legend Claude Mákélé to work alongside us during key shoots and activations.

Some of the media assets had to be submitted months in advance of the Final, so I worked with the Design team to create an illustrative version of the Trophy’s journey, that could be used across different types of media.

With 3 key moments in the build up to the Final, we scripted content to amplify each moment and worked with FootballCo to produce and distribute high quality branded content for football fans. During the same shoots, we created content more rooted in key business storytelling pillars and amplified that with OMD to a B2B audience.

We shot content across UEFA HQ in Switzerland, travelling across FedEx’s European road network, at London Fan Festivals, and finally delivering the Trophy to Wembley Stadium on the Final day.

We secured a high value Out Of Home site with the Wembley Underpass and developed a high impact creative for that format. We ran a targeted Digital Out Of Home campaign to hit people travelling to the Stadium. We ran a data driven display media campaign for a B2B audience, that told the story of the Trophy journey in real time. We had in stadium media, B2B events, hospitality and more- all with consistent visuals and messaging.

I oversaw a large and very talented team of specialists to ensure the strategy, concepts, execution and delivery of all these activities was high quality, coherent and complementary as an ecosystem of activity, in order to deliver FedEx’s biggest and most successful UCLF campaign to date.