Mockumentary style Europcar campaign puts Arsenal in the driving seat
A mockumentary style YouTube video has been published by Starcom MediaVest Group’s sports marketing division, SPORT at SMG, which harnesses the popular appeal of Arsenal football club to promote Europcar.
produced in partnership with LiquidThread, the branded content arm of SMG, ‘Face to Face with the Arsenal Family’ stars three disembodied players; Jack Wilshere, Per Mertesacker and Alex Oxlade-Chamberlain, who haveeach been overlayed upon actors playing the part of their down-to-earth relatives.
These include a plumber uncle, world champion baker sister and a plane spotting cousin.
The light-hearted strategy is designed to engage fans of the London club by bringing them closer to their heroes and illustrates how the car rental service is an integral part of their lives.
Ken McCall, managing director Europcar UK Group said: “Our goal with the partnership with Arsenal FC is to make the Europcar brand appeal to a whole new audience of potential customers. We believe this video campaign does exactly that, putting our vehicles and services alongside extraordinary and humorous content that will appeal to the fans.”
Rupert Britton, creative strategy director at LiquidThread, added: “At LiquidThread, we believe that every brand has a story, and what we wanted to create with Europcar’s partnership with Arsenal is something original that will appeal to the fans. By creating humorous video content using the talent from the club, Europcar is able to communicate with its target audience on a mass scale.”
The campaign has been timed to coincide with Arsenal’s clash with Manchester United on Saturday.