CAMPAIGN: Thierry and Gisele make time for Arsenal and Ebel

On 19 June, Swiss luxury watchmaker Ebel held a press conference to announce it had become the official timekeeper of Arsenal Football Club...

Campaign Ebel announces sponsorship as official timekeeper for Arsenal Football Club
Client Ebel
PR Team Bleach Media
Timescale June 2007–ongoing
Budget Under £20,000

As Ebel has historically sponsored sport events and personalities, it was a natural step to build an affiliation with a big football club such as Arsenal. Retained agency Bleach Media was chosen to promote the tie-in.

Objectives
To increase brand awareness of the partnership by securing coverage in glossy, monthly, national, regional, broadcast and online media.

Strategy and plan
Supermodel Gisele Bündchen and then-Arsenal player Thierry Henry were identified as the perfect ambassadors to convey the brand’s appeal to the worlds of fashion and sport ­respectively.

Bleach secured Henry’s presence at a press conference and – to give a picture hook – a mocked-up penalty shoot out with Bündchen.

Measurement and evaluation
Press exposure amounted to an advertising equivalent of more than £250,000 with sports coverage in major national titles including features in The Daily Telegraph, The Times, Daily Mail, ­Daily Express and Daily Mirror.

In national, glossy and online media, the campaign was flagged up on the front cover and in an eight-page shoot with Bündchen in Harper’s Bazaar, a front cover and a DPS in The Sunday Times’ Style section and mentions in Tatler, Vanityfair.com and Vogue.com. The campaign also made the financial press, including a feature in The Business. 

Results
Since the campaign began, Ebel watc-hes have appeared in jewellery and watch features in a number of titles. Ebel marketing manager Emily Lloyd said: ‘A range of customers across the UK and Ireland saw coverage of the press conference, while the campaign raised awareness of the brand’s new partnership with Arsenal.’

 

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