With the luxury watch brand entering UK football for the first time, our role was to help establish TAG Heuer as an authentic brand in football, whilst communicating its unique “Don’t Crack Under Pressure” philosophy to fans in a meaningful and engaging way.
Given the TAG Heuer Connected smartwatch’s central role in the Premier League partnership, and the upcoming launch of a new special edition Premier League watch, we were also asked to bring product education into the message, and an activity that could be leveraged by the brand’s retail distribution network.
The research phase of our project planning brought to light three major insights which shaped the project approach:
• In the highly cluttered world of football sponsorship, we needed to help give TAG Heuer instant credibility and a distinctive new approach to stand out at the start of a new season – and for that we needed a simple and easy to understand platform which clearly and visually explained TAG’s brand philosophy.
• When thinking about “timing”, “pressure” and football, the major engagement touchpoints for fans are around the big matches, not necessarily the first game of the season
• To establish real authenticity as a Premier League partner, we needed to engage fans in a conversation beyond their own club – and one of the things fans love talking about is their football knowledge
Starting with the “Don’t Crack Under Pressure” brand positioning, we devised a campaign that would bring the partnership to life directly to fans, leveraging all available channels. To maximise ROI we focussed on the two major fan and media engagement high points, and the real high pressure moments in the first few weeks of the season: the first Manchester derby, pitting the two Manchester giants and their new managers against each other for the first time; and the London derby between Arsenal and Chelsea.
In the countdown to the big matches, we launched the TAG Heuer Premier League Pressure Test – a live and online opportunity for fans to win tickets by competing against the clock to demonstrate their Premier League knowledge. Our multi-layered and fully integrated campaign combined digital, social, experiential, PR and in-store activation.
In Manchester’s Trafford Centre and London’s Canary Wharf we gave fans the chance to experience the Pressure Test live, as well as have their photo taken with the Premier League trophy and new TAG Heuer match official’s board, and see the new TAG Heuer Connected smartwatch. In Manchester, City and United legends Trevor Sinclair and Andrew Cole took part in the test as well as answering quick-fire questions to media, offering their unique insights into the big match. In London fans were joined by Arsenal legend Freddie Ljungberg, whilst Leicester manager and current Premier League champion Claudio Ranieri also joined us for an interview hosted by Gabby Logan next to the trophy itself.