March 29 2018

Our Latest Work: CA Technologies, Delta and Mars

Octagon UK, Creative Marketing Agency, Partnerships, Sports Marketing

The year has kicked-off in earnest, and we’ve already had some great work to shout about (if we don’t say so ourselves)…Here is a flavour of how we’ve been trying to earn attention for our clients so far this year:

  1. Delta Airlines – The Masters

Octagon UK and MilkMoney are proud to have launched Delta’s first TTL campaign for their Masters partnership. From TVC to OOH and digital banners we have created it all and distributed it across the UK, Japan, Mexico and Korea.

The Brief:

At the end of 2017, Delta signed a sponsorship agreement with The Masters, a hot property that sees the very best players compete on what is regarded the as the best course in the world. The challenge? Create a seamless link between Delta and The Masters, which would give Delta an opportunity to promote the partnership and create an association between the two brands.    

       What we did:

Created a campaign based on a shared story, one that highlights how both brands strive for perfection. Whether it is a golfer rising early to practice or Delta creating a better service – those who want to keep climbing, will seek out perfection.    

The Work:

Working around a fair amount of challenges (we could not actually film at Augusta, and only had five images supplied of the course!), our creative masterminds worked their magic to come up with filming solutions (through excellent venue scouting) and found a solution to add movement to existing Delta images. An exciting start to the partnership and much more to come!

Watch the TVC here: 

 

 

 

 

  1. CA Technologies – Who’s Behind You

Octagon UK and CA Technologies are excited to unveil their new campaign, ‘Who’s Behind You?’ .The campaign supports CA’s partnership with the Trek-Segafredo cycling team and will live across CA’s digital, social, and experiential touchpoints, including the brand’s new cycling-themed newsletter, The Break.

The Brief:

Following a very successful Tour de France hospitality programme in July 2017, Octagon had the opportunity to do some strategy and creative work around CA’s Trek-Segafredo partnership.  The creative team did some great work, and presented the campaign platform “Who’s Behind You?”, which works perfectly for the partnership as CA is supporting Trek-Segafredo with their technology, and CA’s logo is quite literally on the behind of the rider’s kit!

What we did:

We created a manifesto video to launch the campaign and a season long “Who’s Behind You?” content library, in the form of short form documentaries that delve into stories of the people that are behind Trek-Segafredo.  The client loved the concept, and it provided them with a platform to create ongoing content and conversation with IT decision makers who are cycling enthusiasts.  The content will be included in their monthly newsletter The Break, on social and integrated into their hospitality events.

The Work:

This gave us the opportunity to bring in Milkmoney, our branded content agency and general heroes, to join me for a 2-day shoot with the Trek-Segafredo team at their January Training Camp in Mallorca (it’s a tough life!).  From all of the amazing content captured, Milkmoney produced this beautiful “Who’s Behind You?” manifesto video to launch the campaign:

 

 The campaign platform will be live across the next 2 years of the partnership, and incorporated into all CA Technologies on-going events schedule.

          3.Mars – FA Renewal

We are delighted to have helped our long-standing client Mars chocolate renew their Football Association partnership for another four years until 2022; a partnership that began in 2009

The Brief:

Mars have been pushing diversity and inclusion across their business for many years, and we have recently seen that play a central role in their marketing across a portfolio of brands. The Mars Just Play programme has always been in an inclusive grassroots football programme, but the brand wanted to look at the opportunity to start working in a full-time capacity with National Women’s and Disability teams. They also wanted to look at the option to extend the deal to all confectionary brands, not just the Mars brand, in an aim to drive scale and reach of the partnership nationwide.

What we did:

Working closely with Mars and the FA, we assessed the FA portfolio to ensure the new deal would have an increased focus on supporting greater equality, diversity and inclusion at every level of the game. We were delighted to see a number of new rights and benefits that demonstrate this commitment:

  • Mars Wrigley has now extended the sponsorship agreement to include the England Women’s and Disability Teams. This will allow both organisations to realise their joint ambition to grow the game in England, with a focus on supporting these two groups
  • The hugely successful FA Mars Just Play programme, which has already provided 2.7m opportunities for adults to play football, will extend its remit to ensure that it reaches a broader range of participants, including BAME, women and disability
  • In addition, Mars Wrigley will, for the first time, provide 200 Level 1 FA coaching bursaries, with a particular focus on increasing equal representation and participation among women and in the BAME community

Furthermore, the renewed deal will see the relationship extend to all confectionery brands within the Mars Wrigley portfolio – including chocolate, sweets, ice cream, and chewing gum – allowing the business to develop integrated sponsorship campaigns across the range, as well as increase the scale and reach of the partnership nationwide.

The Work:

With a FIFA World Cup around the corner, we have been long in the planning for an exciting campaign with the Men’s National Team. We can’t give anymore away yet, so watch this space!


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