PrettyGreen

We are PrettyGreen. An Independent, Award Winning Agency for PR Less Ordinary ​

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Three and Chelsea ask fans to ‘Support Someone Else’

by Jasmyn Nagar

Business Challenge
In 2020, Three became Chelsea’s Principal Shirt Sponsor, the first long-term sponsorship in Three’s history. The aim of the sponsorship is to use the club’s reach to showcase network capabilities, offer exclusive customer experiences and build stronger connections between the game, players and fans.

Objective
Drive mass awareness of Three and Chelsea’s sponsorship. Use the Christmas period and the pandemic to demonstrate Three’s connectivity in a manner that demonstrates brand purpose/strategy and appeals to fans and people outside of the core Chelsea audience. Helping Three resonate and connect with people in a way that feels personal and authentic, alongside increasing brand engagement and awareness.

Strategy
2020 was a hugely challenging year for everyone due to the global pandemic, so we had to think outside the typical realms of traditional PR agency life. The pandemic enforced feelings of loneliness and solitude, which was further heightened at Christmas. With restrictions on household mixing and many friends and families unable to see each other it affected most of the UK. Three worked together with Chelsea to tackle the issues of loneliness, isolation and mental health during this period by turning fan loyalty and football rivalry on its head.

Fronted by Chelsea managers Frank Lampard and Emma Hayes, Three encouraged fans across the country to set aside their differences and ‘Support Someone Else’ during the festive period.

The campaign was developed by creative entertainment agency Boys+Girls and amplified through PR by PrettyGreen, with a paid media strategy supporting activity devised by Zenith Media.

Solution
On the morning of the campaign launch a clear and impactful teaser image was posted across all Chelsea and Three channels – the big screen within Stamford Bridge displayed the message ‘Frank Lampard wants you to ‘support someone else’.

Following the teaser, the initiative was launched via influencer marketing techniques with Frank Lampard, Emma Hayes and a series of players from both the mens and the womens teams, appealing to football fans nationwide to ‘Support Someone Else’. This was delivered by a mock press conference video that was posted across Three’s and Chelsea’s social channels and sold into media, all fans, no matter what club they supported, were encouraged to start more meaningful conversations on the subject of wellbeing.

Results

33 pieces of coverage within media indexing high with football fans including The Sun, MailOnline, Sky News, FC Business and Daily Star

Broadcast on Sky Sports News

Chelsea players seen wearing the campaign t-shirt on Sky Sports Main Event ahead of the West Ham match

Frank Lampard video content delivered 1,842,082 views across Facebook and Instagram

Media coverage delivered an OTS of 1.5B

8m reached via media sharing the campaign on social including Sky News, Daily Mail Sport, Goal and the Daily Telegraph

Tags

Sport
mental health
technology
Campaign
connected
mobile users
Mobile Technology
Celebrity
Influencer Campaign
creative
PR Agency
Brand strategy
Football

Clients

Three Mobile
Chelsea FC