Aside from matters of family, love, and religion, little else raises more passion on a global scale than sport. They stand as the ultimate uniter and divider in the realm of entertainment. With Summer 2024 poised to deliver one of the biggest sporting calendars in recent years, featuring the Olympics in Paris, the Euros in Germany and Champions League in London, a new era of marketing approaches. To examine the meteoric rise of live fan experiences, and what to expect from sports marketing in 2024, IPM sits down with its latest member, C-Screens, the largest provider of Out-Of-Home Screens in the UK. C-Screens will be bringing multiple pop-up screening events, showing live premium sports all day, from iconic bustling city centres through to high end shopping districts such as Covent Garden. Equipped with large state of the art high-definition LED screens and multiple unique activation spaces, C-Screens offers ready-made sporting havens, heralding the future of live fan experiences. But first, let’s remind ourselves why 2024 is so special for sports. 

Summer of Sports 2024

• 2023 set a precedent for the UK, with major sporting events injecting a remarkable £373 million into the national economy, as researched by UK Sport.

• This figure is set to soar with the Guardian heralding this summer 2024 as “one for the ages”, referring to the extraordinary line-up of sporting events.

• The Olympics are set for Paris, with the Champions League final in London. Dublin will host the Europa League Final, and England is a strong contender in the European Championship. The year features two T20 World Cups, The Open Championship, Tour de France, Wimbledon, and the British Grand Prix, among other major events.

• This pivotal moment in sports is also a turning point for marketing. The industry is poised to revolutionise how fans experience, enjoy, and engage with sports.

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With this high concentration of major sporting events, fan experiences are expected to reach peak interest during the summer period. Originally designed to extend the live sports experience beyond the stadium to a wider audience, fan zones emerged in the early 2000s around major football tournaments. These unique brand experiences have since become more than just places to watch sports. They are now immersive hubs of excitement, “bringing the party to the people,” as described by the Paris 2024 sports minister, Amelie Oudea-Castera. By combining the power of the big screen alongside a brand activation can provide a valuable addition to immersive experiences. C-Screens partnership with Multiplay attracted bigger than ever audiences with its free, outdoor live gaming event that featured a knockout style football tournament on the giant screens, streamed simultaneously across multiple locations.

“Today, sports is all about the experience. It’s not just watching a game but feeling part of it, no matter where you are. This evolution has opened up new avenues for engaging with content and creating moments that bring fans together.”

Robert Hicks, CEO, C-Screens

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C-Screens as a modern outdoor broadcaster has a clear goal to entertain consumers and can help brands and agencies facilitate a wide range of brand engagement activations and lifestyle content, as well as offering opportunities with on-site retailing. The effectiveness of these captivating environments stems from the extended dwell time of audiences engrossed in the action on the big screens, providing an optimal setting for impactful and emotionally charged consumer interactions.

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Enlivening Spaces, Engaging Minds

With key sporting milestones compressed between May and September this Summer, live-screening experiences are one of the hottest trends in marketing right now. C-Screens stands at the forefront of this movement, providing solutions for official sport sponsors as well as catering for those who are just dipping their toes into the world of sport to engage in new and creative ways with a sport loving audience. As the latest addition to the IPM Community, C-Screens extends a warm invitation to fellow IPM members to help support their promotional and brand experiences this sporting season. If you’re interested in exploring what’s possible, please get in touch with hello@c-screens.com

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Ambient Media Worldwide worked with Lynx on a global campaign launch with an OOH stunt, featuring a bold statement. The new Lynx Black Vanilla scent has triumphed over Tom Ford Tobacco Vanille, with 74 per cent of men favouring Lynx over the pricey designer fragrance, according to research for the brand.

To reinforce this message Ambient brought a non-branded, scented billboard to London’s Southbank, with a playful message asking passers-by if they thought the billboard smelt better than a £200 fragrance. Lynx Black Vanilla was diffused with fragrance across the 10ft billboard, enticing Londoners to lean in and take a sniff. The billboard displaying the results was unveiled by Love Island star and musician Wes Nelson, with support from 11 additional influencers and the sampling of 500 products.

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Lime – London’s largest shared e-bike operator – has partnered with Creative Communications Agency PrettyGreen and its sister Experiential agency The Producers, on a campaign to playfully educate Londoners on responsible e-bike parking in the boroughs of Camden, City of London, Hackney and Westminster. 

The campaign “Park Like Your Gran Is Watching” is based on the insight that we can be lazy with our actions when we don’t think anyone is watching. Emma Grace, ECD of PrettyGreen commented: “We didn’t want Lime to come across as finger pointing and preachy, the majority of Lime riders park considerately, it’s the minority that just need to be more mindful.  With the campaign we wanted to imbue the friendly tone of the brand, and “Park Like Your Gran Is Watching” plays on ‘being on your best behaviour’ vibes and doing the right thing – perhaps they might act differently, or think twice if they thought their Gran was watching.”     

Lime’s mission is to build a future where transportation is shared, affordable and carbon-free, and 2022 has seen a huge growth in the popularity of its e-bikes in London.  But with growing usage and new riders, misparking has become an increasing challenge. Parking without consideration can be disruptive for pedestrians, buggy and wheelchair users as well as the visually impaired.

Ellie Bird, Communications Manager at Lime in the UK, commented: “We love that Londoners are embracing our e-bikes. Shared, sustainable transport options like ours offer a great alternative to cars, with over 3.5 million kgs of CO2 saved in these 4 London boroughs alone since we launched in London almost 4 years ago. The majority of our riders park responsibly, and we’re taking action against those that don’t with warnings and fines. But we know that education is also key. This campaign is all about raising awareness of what good parking looks like to help people end their rides respectfully and safely.” 

The campaign, cast with London Grans, will consist of digital OOH sites and legal flyposting, coupled with clean Graffiti sites to signpost on the pavement where Lime bikes should not be left. It launched on 17 Nov 2022 and will run until early December. 

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Award-winning integrated agency Haygarth has been appointed by Border Biscuits to deliver a new nationwide campaign.

The Scottish biscuit producer has undergone a significant brand refresh and launched a trio of NPD in a bid to become the UK’s number one accessible premium biscuit. Haygarth has been tasked with crafting a compelling nationwide campaign to bring new brand positioning ‘making moments matter’ to life.

The above-the-line campaign will activate in press, out of home, digital and social through May and June, and Border Biscuits is investing £5m marketing spend in the rebrand.

Marcus Sandwith, CEO of Haygarth, comments: “Border have shrewdly identified a £190m retail opportunity within the accessible premium category and this investment puts them in a strong position to capitalise on it. We have created a campaign which maximises their new sleek and modern brand and brings the story of these special biscuits to life.

“Haygarth delivers meaningful brand engagements that amaze and persuade consumers, ultimately delivering incremental sales. Our work for Border Biscuits is no exception and we are proud to bring Making Moments Matter to the masses through our brand platform ‘made for a higher biscuit purpose’ and help drive further growth for Border in the UK.”

Suzie Carlaw, Head of Brand at Border Biscuits said of the appointment: “We were impressed with Haygarth’s track record of delivering eye-catching campaigns which capture the attention of the public. The new look and feel of Border Biscuits is bold and packs a punch, and Haygarth have done a fantastic job of bringing it to life through the campaign and through the new brand platform and positioning. This is a very exciting time for Border Biscuits as we aim to become the UK’s number one accessible premium biscuit.”

Border Biscuits was founded in 1984 in Lanark, Scotland, and is Scotland’s number one premium biscuit brand. It has launched NPD Dark Chocolate Orange biscuits and Dark Chocolate Orange bars, with more to follow later in the year.

Haygarth is a creative agency based in London and part of the global Omnicom Commerce Group. With a string of accolades, the agencies most recent award wins include two golds and a silver at the Institute of Promotional Marketing (IPM) Awards earlier this year.

For more information about Haygarth, visit www.haygarth.co.uk.

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First Bus Scotland has delivered a first for Glasgow by unveiling the world’s largest ‘model’ bus in the city’s famous George Square. The ‘bus-in-a-box’ experiential stunt was used as the launch pad for First Bus Scotland to announce the arrival of 75 new buses into the city.

The activation was designed, delivered and managed by creative brand and strategy agency MadeBrave, which was appointed in July as First Bus Scotland’s sole creative agency. The eye-catching, interactive ‘bus-in-a-box’ display aims to help the city’s largest bus operator engage with customers and get them on board the new buses, which include free WiFi and USB charging points.

The 16-foot structure was the focal point of a customer awareness day and the first stop for a far-reaching integrated creative marketing programme that runs for the next three months with the aim of changing people’s perception of bus travel in the city.

This latest activity follows the “kids go free” campaign that ran over the summer, with MadeBrave developing a creative campaign to promote the free travel initiative.

Andrew Jarvis, Managing Director for First Scotland, says: “MadeBrave has created an eye-catching campaign that will allow us to communicate to customers the significant investment that we’re making to bus services in Glasgow, and ultimately help us to attract more people on board our services.”

Andrew Dobbie, founder of MadeBrave, adds: “First Bus Scotland appointed MadeBrave to drive a change in customer behaviour and help the business shift its focus more on to the customer, through its creative communications. The bus-in-a-box initiative was designed to enable First Bus Scotland to have some fun with its customers and present the humble bus as a more playful ‘toy’, just like the ones we all had when we were kids.”

The second phase of the multichannel campaign sees a creative programme of activity delivered across outdoor, radio, print, digital and social channels, as well as on and in buses across First Bus Scotland’s fleet.

MadeBrave is an award-winning agency based in Glasgow, Edinburgh and London. It works with UK national and international brands across several sectors, including the BBC, Hard Rock Hotels, Naked Grouse, Jacobs Engineering, Vango and Distell. MadeBrave acquired content production agency Campfire in July 2018, creating the BornOriginal Group to further enhance its client service offering and help drive group turnover to a projected £2.3m for 2018.

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Glenfiddich is launching a new campaign to promote Fire & Cane, the fourth and latest release in the Glenfiddich “Experimental Series”. The campaign broke on July 23rd 2018 in the USA, with sampling and experiential activations at the Taste of the Cocktails event in New Orleans, and will roll out in other lead markets later in the year – including France in September, the UK in October and Taiwan in 2019

The campaign is part of the William Grant & Sons-owned brand’s continued drive to recruit new drinkers into the whisky category.

The New Orleans tasting saw the whisky paired with grilled andouille (local Cajun sausage), grits, peppers and cream cheese.

The campaign was put together for Glenfiddich by London-based creative agency Space, which has been awarded the lead strategic and creative responsibilities for launching the next edition in the Experimental Series. The campaign brings to life the brand’s maverick spirit and focuses on the power of a simple question and how it can lead consumers on a journey to challenge conventions.

The newest expression in the Experimental Series is an unexpected peated whisky finished in Latin rum casks.

The campaign will be predominantly social, and kicks off with a 5-second teaser video. It will also feature short-form AV assets, Out of Home, print, interactive social assets such as Facebook canvases and Instagram polls, as well as experiential and sampling, all created by Space.

Campaign visuals centre on the liquid’s unique flavour profile. The hero 20” social video features animated CGI sugar crystals and innovative liquid photography showcasing the smokiness and sweetness of Fire & Cane. It runs in reverse order, opening with the product beauty shot (the outcome of the experiment), and closing with the moment of inspiration (the genesis of the experiment).  The core message is that when you question convention, as Glenfiddich has with Fire and Cane, you can spark the unexpected.

Oliver Rudgard, Global Brand Director at Glenfiddich, says: “Fire & Cane is #4 in the Glenfiddich Experimental Series.  The Experimental Series demonstrates our continued commitment to create new, innovative and inspiring whiskies.  Working with the great team at Space, we have pushed the creative boundaries further to create a set of new codes in the single malt category which are set to create cut through, attention and desire for the Fire & Cane launch across the globe.”

Jason Nicholas, Managing Partner at Space, adds: “The Experimental Series offers the chance to continually work on something that challenges a category. The creative idea in this campaign has led to the creation of a beautifully crafted and visceral campaign that will get under the skin of new drinkers and whisky advocates alike. Working with Glenfiddich on this their key campaign for 2018 has been a great opportunity and led to a campaign we’re really proud of.”

Glenfiddich most recently collaborated with Space to launch its first whisky finished in India Pale Ale (IPA) casks. This was backed by a global TV campaign, also created by Space.

Space is an award-winning integrated marketing agency which works across social, mobile, outdoor, in store, on-pack, in print, live or virtually. Clients include Heineken, Arla Foods, William Grant & Sons, General Mills, Eurostar, Sky, Coral, Bundesliga, UEFA, NBA and AELTC. Our work has been globally recognised with four ‘best in the world’ awards

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The Kraken Black Spiced Rum has partnered with Kinetic, the UK’s leading out-of-home (OOH) agency, to bring the brand’s iconic mythical beast to life on the streets of East London as part of a major new creative 3D OOH campaign.

Activity will run across digital channels throughout the four-week duration of the campaign and influencers will encourage followers to visit the mural for promotional giveaways.

Those tagging themselves with the beast will also be in with a chance of winning a range of amazing prizes, from diving courses to mural masterclasses, as well as free cocktails to redeem at participating bars.

The out-of-the-ordinary execution, named The Kraken Mural, will see photorealistic artwork of the mystical sea beast wrapping its tentacles around the side of The Great Eastern Wall Gallery on Great Eastern Street in Shoreditch. The artwork is set to turn heads of an estimated 2.1 million people who pass by the site each month and encourage sharing on social channels.

The dramatic design will incorporate a unique 3D element, with the Kraken’s terrifying tentacles emerging from the mural to occupy the space above the roof of the building.

The creation of The Kraken Mural began on 16th July, with photography and time-lapse video previewing the artwork across The Kraken Rum’s social media channels as it builds towards completion on 19th July – remaining on display until 12th August.

On 26th July, the brand is bringing back its legendary Kraken Crawl to celebrate the launch of the mural, which will visit five of the area’s most popular bars for its loyal rum fans to sample cocktails paired perfectly with the location to get a true taste of London’s East End.

Suren Sathiaraj, Creative Account Manager for Kinetic Active, says: “We know that the legendary sea beast the Kraken can’t be contained within a mural – which is why we needed to do something unique for this campaign. The 3D element really adds a splash of surprise and drama, bringing the legend of the Kraken to life and putting a creative out-of-home element right at the heart of this multi-channel campaign.”

Kinetic is the world’s largest planner and digital innovator of Out-of-Home advertising, using mobile and social, location-based experiences and in-transit to deliver new ways to make OOH interactive and amplifiable.

Kinetic is a global agency within WPP’s tenthavenue, serving hundreds of agencies and brands.

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Chiquita Brands International has launched a major marketing campaign for its Chiquita bananas, kicking off the activity with the offer of a free ride for Londoners in its branded cabs.

The campaign builds on the success of a 2017 campaign which achieved over 74 million global impressions, and is aimed at raising awareness of Chiquita bananas amongst the brand’s key target audience of UK mums and millennials.

Kicking off this week and running through until mid-August, the activity will again take over central London – giving black cabs and London buses on key central routes ‘We Are Bananas’ wrap-around makeovers, with designs featuring the brand’s iconic blue and yellow branding. The seven-week campaign will also be supported by digital and social activity across the brand’s channels.

To launch the campaign, Chiquita offered consumers who flagged down a Chiquita Bananas yellow cab on July 16th a free ride, so long as they could produce a Chiquita banana.

The yellow taxis were stationed around Covent Garden Piazza, on Henrietta Street and Southampton Street and Holborn tube station all day, offering free rides to anyone with the correct banana fare to anywhere in zones 1 and 2.

John Cockle, Sales and Market Director for Chiquita Brands International, UK and Ireland, comments: “As leaders in the industry, we’re confident that our ‘We are bananas’ campaign will once again put Chiquita bananas front of mind during the key summer period and encourage consumers to ‘think Chiquita’ when they’re making their purchasing decisions. This is the fourth time that we have run a high-profile summer campaign in London, which demonstrates our commitment to creating a vibrant banana category for UK retailers, as well continuing to build the Chiquita banana brand amongst UK consumers.”

Chiquita is a leading global produce company employing 20,000 people across 25 countries. Chiquita serves nearly 70 countries, providing consumers and customers with the highest quality of fruit and service and creating consistent value for the Chiquita brand, its customers, suppliers, associates and communities while respecting the environment.

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London-based specialist Digital Out of Home (DOOH) agency Grand Visual has been brought in by Coca-Cola in Switzerland to run a large-format Augmented Reality (AR) experience at Zürich’s main train station to celebrate the FIFA World Cup and the soft drinks brand’s continued support of the game. Lucky fans are being offered the chance to engage with a digital version of Switzerland’s Xherdan Shaqiri on-screen.

Participants are being treated to a show of skill from Shaqiri and are then invited to get involved and play a few shots against the Swiss star. At the end of the experience, people have the chance to take a photo with the virtual Shaqiri, and leave their details to receive a copy of the photo and a chance to win a FIFA World Cup Official Match Ball.

The campaign was created by Top-Spot and London-based DOOH creative services firm Grand Visual, which also directed and built the bespoke creative technology set-up. Project initiation and promotion consultancy were performed by GroupM Out of Home. Media planning and buying was by Top-Spot and Mediacom. Anthem provided video assets and delivered a social sharing App to further engage audiences on-the-go.

Robert Percze, Senior Brand Manager at Coca-Cola Switzerland says: “Coca-Cola Switzerland is pleased to offer a new type of experience for football fans. It’s the perfect way to get people into a perfect football mood right at the beginning of the FIFA World Cup 2018.”

Dan Dawson, Chief Creative Technology Director for Grand Visual, adds: “It is great to be working with Coca-Cola again on a project that taps into the most coveted cultural event of the year. The appetite to innovate and collaborate, right from the start, has made the delivery of this project seamless. Clever use of technology has produced a memorable experience that participants can share online with family and friends.”

The Coca-Cola Company is one of the longest-standing corporate partners of FIFA, with a formal association since 1974 and an official sponsorship of the FIFA World Cup that began in 1978. Coca-Cola has had stadium advertising at every FIFA World Cup since 1950. FIFA and The Coca-Cola Company have now extended their long-time partnership to 2030.

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Lucozade Ribena Suntory’s TED – Technology, Entertainment and Design – team has delivered its first in-house TV creative; a Lucozade Zero and Love Island tie-up, which is part of a £6m multimedia campaign partnership with ITV2’s BAFTA award-winning Love Island show.

The Love Island partnership will also include VOD, OOH, Digital and Social to drive awareness and cultural relevance with Lucozade Zero’s target audience, as well as a competition to win tickets to the show’s final.

Pioneering a model of collaboration, TED led the strategy and creative, working closely with both the Lucozade Zero brand team and ITV to generate ideas and partnership assets, along with MediaCom to plan the media campaign.

The print and digital out of home elements of the campaign were shot by renowned fashion and sports photographer, Richard Allen, and the in-store campaign features bespoke smart-screens activated by warm weather. Consumers will also be reached through a branded Snapchat lens; Love Island app; influencer content; and a competition to win tickets to the Love Island live final.

The campaign kicks off with an upbeat, summery TV ad where the protagonist is looking for her perfect match. She optimistically engages with a couple of guys until she humorously realises they are not quite for her. Suddenly, the sound of a text gets her excited. It’s a new arrival, and it’s 100% her type. Finally, she’s met the one that ticks all her boxes: Lucozade Zero, a drink that tastes great and has zero sugar. The ad ends with the “Fancy It?” tagline.

Laz Ioannou, TED Creative Director, comments, “Our writers, designers and strategists sit alongside the marketing teams every single day, allowing us to get truly under the skin of their brand. We tapped into the Lucozade Zero brand team’s consumer insight and were then able to take them through every step of our creative process. Collaborating with ITV’s production house also opened the door to an agile and iterative process, which we believe has helped develop a great end result.”

Claire Heys, ITV Brand Partnerships and Content Director, adds: “I’m delighted to welcome Lucozade Zero as a partner of the summer’s hottest show. We’ve worked closely with the brand to launch Lucozade Zero on TV with a fantastic new Love Island themed advert which I’m sure will really appeal to viewers.”

The TED team includes designers, developers and strategists who sit within the Marketing department at Lucozade Ribena Suntory (LRS) responsible for supporting Lucozade Ribena Suntory’s brands with everything from pack shots and shopper marketing creative to billboard ads and TV spots.

Rick Oakley, TED Head, comments, “We recognise the invaluable expertise of our brand’s creative agencies, but we’ve built a hugely talented team able to deliver fine creative work and, where feasible, we’ll deliver projects of this size in-house. The savings the brands make here are ploughed back into media to ensure our great creative is seen even more widely and drives sales.”

Lucozade Zero was the biggest soft drink launch in 2016 and the brand is now worth £30m. The brand is part of Lucozade Ribena Suntory, one of the leading soft drinks businesses in the UK and Ireland. LRS was formed in 2014, and is part of Suntory Beverage & Food Europe. Soft drinks brands include Lucozade Energy, Lucozade Sport, Fitwater, Ribena, Orangina and True Nopal Cactus Water.

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