Get Close to Greatness UEFA Champions League Trophy Tour
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1 Get Close to Greatness UEFA Champions League Trophy Tour Christoph Ramler Group Brand Management UniCredit
2 UEFA Champions League Sponsorship Platform: Perfect fit to reach our goals Increasebrand awareness: considering the UniCredit Masterbrand in all 17 European countries and supporting the local rebranding projects. Shape a European image of one of the largest financial service providers in Europe. Leverage on the sponsorship to drive sales in local markets using the rights for local brands. 2
3 Bring the Trophy to the Fans
4 Some results from KPI Total Countries Driven KM Visitors * 4,500 3,500 no show truck 2,500 5,000 15,500 90, ,500 93, ,000 45, ,986 Trophy pictures 22,500 24,000 37,600 38,000 23, ,177 Journalists ,679 Employee 2,300 2,099 2, ,450 8,084 VIP 700 2,200 1, ,437 5,933 ROI 314% 420% 460% 327% 476% Ø 399% Gross contacts 519 m 539 m 676 m 641 m 195 m 2,569 m * Italy, Germany, Romania, Hungary, Bulgaria, already counted in previous years
5 The New Format Make the trophy more visible Bring it to the people Position it high up
6 UniCredit Walk of Champions Multimedia exhibition - An interactive journey through the UEFA Champions League - A truly personal consumer experience - Trophy Tour cards to collect exclusive content: Trophy Photo UCL contents Animated movies related to UniCredit UCL activities Panini photos Goodies
7 The Route 2014 I: 81% S: 39% M: 56% I: 80% S: 40% M: 40% I: 63% S: 40% M: 35% I: 48% S: 52% M: 35% I Internet Penetration; S Social Media Penetration; M Mobile Broadband
8 One Integrated Campaign Idea to promote it GET CLOSE TO GREATNESS
9 One Integrated Campaign Idea to promote it
10 One Central Digital Hub DESKTOP In 5 languages Contents: Teaser Video Tour map & Program Exhibition overview FAST Pass registration Pic & Video Gallery Social Buzz Aggregator PERSONAL DIGITAL DASHBOARD Download & share of trophy picture & other digital contents collected at exhibition Dedicated Panini section on the personal dashboard to collect stickers. MOBILE VERSION Mobile site with nearly all functionalities of desktop
11 One Social Media Activation to orchestrate SM channels Common Editorial Strategy including several players & respective channels 50 Mio? 0,25 Mio 2,5 Mio 11
12 One Social Media Activation to orchestrate SM channels
13 Some preliminary Results (Social Media excl. UEFA & UEFA ambassadors) KPI Event Visitors Trophy Pictures TT Microsite UVs TT Microsite PVs Leads (1/3 FASTp) TT Video Views Social Media Imps Social Interactions Social Buzz Items* *includes only publicly posted user contents containing official #UCLtrophytour hashtag or related keyword, i.e. excludes most of Facebook content.
14 UEFA Champions League Trophy Tour pres by UniCredit
15 Thank you! Christoph Ramler Group Brand Management UniCredit
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