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Kit Beats

basics
Industry: Financial & Legal services
Media:TV & Cinema
Style: Minimalism
descriptioncnen
Why is this work relevant for Brand Experience & Activation?

Football is the sport that generates the most emotions in the world and Mastercard is the sponsor of the best football competition in the world: The UEFA Champions League. However, in order to become more than a sponsor, we wanted to channel all this passion towards the brand in a way that connects with the fans. This is why we developed a technology that can connect with them in an innovative and emotional way. It’s a unique experience linked to the brand that proves the power and the emotions this sport generates.

Background

For 15 years, Mastercard has been the official sponsor of the UEFA Champions League, the most important football competition the world. It also promotes some of the most exciting moments of football: the moment in which children jump onto the field alongside the players before starting each match.

For children, meeting their idols in person and jumping onto the football field with thousands of people cheering is a dream come true. And the experience is just as important for another group of people: their parents. Because passion for football is something they inherit and creates a unique bond between parents and children. However, when their children live one of the most exciting moments of their childhood, the parents can’t live it with them. Our goal was to create an experience for the kids that connected their parents to them, through their passion for football in an innovative and unforgettable way.

Describe the creative idea (20% of vote)

Kit Beats is the first Champions League official gear that allows you to live an unforgettable experience of connection with your child, since it can connect parents and children, by transmitting their heartbeat live. The gear consists of two inter-connected jerseys: one for the parent and another for the child. The children’s jersey includes a device that recognises their heartbeat at all times. This device sends out a signal to the parent's jersey that receives the information and reproduces the heartbeat in their own jersey through vibration and light. This way, the parent can feel the excitement of their child at all times and live the experience as if they were hugging each other.

It’s a technological device that allows them to synchronise their emotions and create an unforgettable bond through their passion for football.

Describe the strategy (20% of vote)

Mastercard is a brand that everyone recognises as related to finance and payments, but they wish to prove that they are much more than that. They want to show that they are a technological brand that helps connect people and emotions around the world.

Emotions and connections through football are much deeper than in any other sector, which is why the sponsorship of the UEFA Champions League is more than just a sponsorship. It is an opportunity for Mastercard to exploit its positioning.

This way, we managed to transform the connection that football fans feel before a Champions League match into a connection between our consumers and the brand, to bring us closer to our consumers and become a brand that gives them the chance to live really priceless opportunities. These are experiences based on their own emotions that no other brand can offer them.

Describe the execution (30% of vote)

Kit Beats includes a sensor that registers the heartrate details and sends them via Bluetooth to a micro-controller that is responsible for processing and transmitting them, through LoRa wireless technology - to the receiving family members on the stands.

To make this possible, they have developed their own LPWAN network that strengthens the signal in every stadium with intermediate signal repeaters, using the 433Mhz band to avoid interferences as well as the signal inhibitors of the stadiums.

We launched the campaign during the Atlético de Madrid vs. Borussia Dortmund match. During this match, we recorded the entire experience and its results to launch a video. After launching the video on social media, we announced that Kit Beats would be available for all UCL games played in Spain, including the grand final of the championship that will take place in Madrid. This resulted in the exponential growth of the Mastercard platforms.

List the results (30% of vote)

Our first results were related to the children's emotions. The average heart rate started at 82 bpm and reached 108 bpm when they were greeting the players in the tunnel. But it reached its peak (143 bpm) when they stood at the centre of the field with the Champions’ anthem echoing. The parents were able to feel these emotions all the time.

The campaign had a very good reception on Spanish media and even some foreign media outlets, appearing on the sports sections of the main Spanish networks and the main newspapers - both sports and general news. We achieved over 1 million engagements just in Spain, 1300000€ of ROI and 40% increase in contacts within 15 days - in addition to 30 million Earned Media Impressions.
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awards
Cannes Lions International Festival of Creativity 2019
Shortlist Brand Experience & Activation
Tech-led Brand Experience
Cannes Lions International Festival of Creativity 2019
Shortlist Mobile
Networked / Connected Devices / Wearable Technology
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