The Premier League season in 2020 was remarkable for many reasons, most significantly because the global pandemic meant fans couldn’t attend matches in person.
Manchester City Football Club and its technology partner Cisco wanted to find new ways to connect Manchester City and City Football Group coaches, administrators, players and fans during this difficult time.
We were asked to create an uplifting campaign, that took advantage of Cisco’s technology, to bring joy, engagement and new experiences to the entire ecosystem of people involved with the legendary football club.
We were inspired by the usually packed terraces at the Etihad Stadium, in particular the renowned club anthem “Blue Moon” which is always sung with great gusto at home and away games. We invited Manchester City fans worldwide to sing their own emotive, acapella versions of “Blue Moon”, from home, using the video and audio power of Cisco technology.
A two-minute hero film was then compiled by our full-service production company, Milkmoney, a division of Octagon Sports and Entertainment Network. It featured City fans and celebrities Jason Manford and Ricky Hatton, women’s team stars Steph Houghton and Jill Scott, and men’s club legends Micah Richards and Joleon Lescott all belting out the beloved anthem.
The playful campaign gave fans the opportunity to show their support to the City players as the Premier League season drew to its conclusion.
We also cut a 30-second version, which was shown in the build-up to the eagerly anticipated Champions League match against Real Madrid. An additional edit of the film shows star Manchester City players as they react to the heartfelt message from their fans.
In total the campaign had
22.1 M impressions
3.4 M video views
226 K engagements
1.38% engagement rate