What We Believe
We live in a world where time is our most precious commodity, and our audiences’ patience has never been shorter. As an industry, we’ve never had to work harder to gain the attention of the people we’re trying to reach. The way we see it, there’s two ways to go about it.
Attention is either bought or it’s earned.
Paid attention ensures your brand will be heard – and that's a good start. But attention that’s earned ensures your audience actually listens to what you're saying.
At Octagon, our purpose is to create work that earns attention. Through smart partnerships and generous ideas, we compete for, capture, and ultimately earn the attention of those who matter most.
TESTING FOOTBALL DEVOTION
How did Mastercard ignite a conversation between 3.5 billion football believers and the billions of non-believers in the world?
At the Champions League Final in Milan, we set up the #MadnessorPriceless pop-up Barbershop to show the irrational lengths football fans go to demonstrate their love for the beautiful game.
We offered fans the chance to show their devotion with a freestyle haircut. And then let the world decide: Is it madness or is it Priceless?
For those who weren’t quite brave enough, we set up a virtual barbershop so that fans could still share their passion.
The campaign was deemed a massive success, with the Head of the UEFA Champions Festival commenting: “the Mastercard activation was the best we’ve ever had at the Festival. Incredible idea, and exceptionally well promoted and executed.”
MAKING RUGBY HISTORY
How did AIG find itself in one of the most sacred spaces in all of sports?
Back in 2012, we helped AIG make history and secure the first front-of-jersey shirt sponsorship for the iconic All Blacks. Building an association with the most successful team in the world offered AIG a global platform to communicate their prominence and values.
Six years on and we’re still celebrating the partnership.
Last year, we gave fans everywhere the chance to go toe-to-toe with the All Blacks during their iconic pre-match Māori ritual. The virtual reality experience, dubbed the Haka 360°, became a focal activity in a wildly successful London 2015 Rugby World Cup campaign.
The 2015 campaign helped propel our long-time client to be named Business to Business Sponsor of the year and Best Rugby Sponsor of the Decade at the UK Sponsorship Awards.
Turning Attention to Football
How do you help a brand know if they’re playing in the right places?
In 2011, we led Sony Mobile through a sponsorship portfolio audit. The goal was to ensure that all partnerships aligned with new brand and business objectives and provided a rich platform to share the story of the new Xperia product range.
Coming out of the assessment, we kicked off by securing a 3-year UEFA Champions League partnership within a ground-breaking new category called Digital Life (in collaboration with Sony PlayStation).
We now deliver through the line activation across the brand’s UCL partnership. Most recently we created a series of films that tell the story of Champions League football from the perspective of the two rival footballing families of Milan, Inter and AC.
GETTING A NATION TO #BELIEVE
How do you drive attention to Mars in a cluttered FMCG market?
Since 2008, we’ve played a lead role across all elements of the brand’s sponsorship of the England Football team.
Eight years on, we were tasked with delivering a campaign for Euro 2016 that would not only capture the mood of the nation, but also drive significant sales.
The #Believe campaign became Mars’ biggest ever in support of the England team, with unprecedented levels of social media activity. The campaign over-delivered against every sales target – despite performance not going perfectly to plan on the pitch.
SHINING A LIGHT ON SOCAR
How does a little known company with an increasingly big role to play in the world introduce themselves to the public?
We partnered SOCAR, the energy of Azerbaijan, with the European Championships and launched a fully integrated campaign called #MakeYourDebut.
The idea was simple: Shine a light on the stories of fans, players, and nations who, like SOCAR, were making their major debut at the Euro 2016 tournament.
The campaign was headlined by a series of fan documentaries, a VR experience that transported fans to the Olympic Stadium in Baku, and the co-creation of a new award for the Best Young Player of the Tournament.
And once the final whistle sounded on the Euro’s, debutant SOCAR had outclassed perennial Euro powers McDonald's and Adidas when it came to overall effectiveness, according to Marketing Week.