NISSAN: Team GB & ParalympicsGB Athlete Management
Action: Drive engagement with Nissan’s partnerships
Create: Maximising the partnership with local brand ambassador relationships
Fuse decided to leverage Nissan’s dealership network across the UK and secure a series of local ambassador relationships for them. We identified and negotiated contracts with over 20 British Olympic and Paralympic athletes, the biggest ambassador pool of any Team GB or ParalympicsGB partner across a variety of sports.
We created a bespoke toolkit for each Nissan dealer, providing best practice for local activation and fundraising ideas. The toolkits included POS assets, templates for digital content, event materials, and CRM content. The partnership provided the British Paralympic Association (BPA) with the opportunity to maximize fundraising at the dealerships with wristband sales, competitions and events support.
We also orchestrated a PR programme before during and after the Olympic and Paralympic Games. The programme included multiple local PR outreach opportunities for each dealer including car handovers, launches of local sports facilities, appearances at county shows and school sports days.
Impact: Delivering a strong advertising value equivalent
Throughout the campaign, we ran over 50 dealership events and raised over £160k for the BPA. We delivered an advertising value equivalent for Games time PR of £310k, securing over 1.4k articles.
To have a look at our other campaigns for Nissan’s partnership with Team GB and Paralympics GB, click here.