Umbro needed to create more awareness around the launch of the Manchester City home shirt, re-enforcing the club and Umbro’s connection with football and wider music culture.
We identified that Umbro could use authentic Manchester music heritage to create content and connect with a fan base that transcended Manchester City and football.
Our idea leveraged one of the club’s biggest assets: celebrity fans. The first fan to wear the new shirt was Liam Gallagher. We managed a photo shoot that was supported with a recording of club anthem ‘Blue Moon’ and Ear to the Ground worked with band and management to direct a live performance and create a unique piece of branded content. The images and video were dramatically unveiled to the media with a giant projection onto the side of the Ethiad Stadium.
Ear to the Ground worked with band and management to direct a live performance and create a unique piece of branded content.
All national media covered the launch and campaign with the initial OTV wave pushing 250 million+. The campaign generated further momentum in the club’s Premiership-winning season with a full feature on Football Focus and airings on MOTD and MOTD2. Most importantly, the music focus of the campaign took Umbro beyond a club and even transcended a football audience.
I’ve always hated the version of ‘Blue Moon’ that they’ve played at The Ethiad. What me and the boys have done is from the heart.