Connect
#237

Kasabian Launch England Away


Challenge

To use music as a platform to launch the England football shirt and help reposition Umbro as the word’s football culture brand.

CONNECT

This was the highlight of a four year relationship with Umbro. They were keen to bring music into their brand story in order to change perception and move them to a more premium position and higher price point. Our understanding of the music industry helped deliver a series of successful activations and campaigns that brought music to the heart of their story. The hero moment was undoubtedly when Brit Winners Kasabian walked out on stage in Paris in-front of 3000 booing Frenchmen in the new England shirt. It was just what we wanted to communicate; the idea of England ‘Away’ and make the story go global. Ear to the Ground was responsible for producing the live moment that was used as the central creative for a global media campaign. This involved securing and managing the artist partnership, producing the live element of the show and managing all stakeholders to capture the perfect image and video content for a through-the-line media first. Ear to the Ground secured all rights around the performance for use by Umbro as part of their World Cup campaign.

Results

Immediate benefits included a double page feature in the Sun, extensive on and offline PR coverage and a huge increase in traffic at Umbro.com. The image was used as the central piece in the iconic ATL campaign across all key publications and outdoor sites across the UK. Broadcasters throughout the world used the video as part of their World Cup coverage generating huge earned media value. More importantly it consolidated Umbro’s position as the world’s number one football culture brand and was instrumental in Umbro winning ‘Brand of the Year’ at the Sport Industry Awards.


"I wouldn't mind living through that night a few more times. Web traffic is going through the roof and the story has got as far as North Korea"

Trevor Cairns,
Chief Marketing Officer, Umbro