BRITISH & IRISH LIONS
Ahead of the 2021 summer British & Irish Lions Tour, Fuse were appointed by Vodafone to create & manage the partnership strategy, negotiation and ultimately activation execution - tasked with delivering the ‘Most Connected Tour Ever’
Increase brand awareness and non-user consideration by placing Vodafone at the heart of the Lions experience, uniting fans through the power of Vodafone’s connectivity.
The integrated campaign had a heavy digital focus due to pandemic. Activity include the design and build of the most successful official Lions app in Tour history – including the creation of the ‘Digital Lions’ AR feature. We also created the world first 5G jersey signing that used bespoke robotics and Vodafone’s 5G network to allow players to sign super fans jerseys from 8000 miles away. Activity was supported by a player led content series shot on mobile for social and a performance dashboard using Vodafone IoT technology to help boost player performance.
8,000 Mile Auto5Graph campaign – 191M total reach, 98% brand attribution- Brand affinity uplift of 83% driven by key metrics such as ‘an innovative brand’- 205k app downloads – #1 branded hashtag during the Tour period.
Increased non-user consideration by 11 ppt – Total reach of 1.1B- British & Irish Lions Official App – Most downloaded official app in Tour history, the first example of gamification in Rugby sponsorship.