Umbro wanted to revolutionize how an England World Cup shirt could be launched to drive brand value, awareness and sales.
If done authentically, using music can amplify a sporting fan base well beyond its normal reach, taking sport out of context to connect with a much wider audience. Coupled with this, rivalry between national fans is a key facet of World Cup fandom which we felt could be brought to life.
This was the highlight of a four year relationship with Umbro. We helped them bring music into their brand story in order to change perception and move them to a more premium position and higher price point. It was just what we wanted to communicate the idea of England ‘Away’ and make the story go global.
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
Ear to the Ground was responsible for producing the live moment and all content 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.
Immediate benefits included a double page feature in the Sun, wall to wall 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. Umbro went on to win ‘Brand of the Year’ at the Sport Industry Awards and the campaign went on to become one of the most iconic of the decade.
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.
Chief Marketing Officer, Trevor Cairns, Umbro