Client Challenge: It doesn't get much bigger in European football than the UEFA Champions League, and charter sponsor Ford turned to PRISM to activate its UEFA Champions League Programme back in 1992. We remained Ford's constant agency partner all the way until 2014 when Ford stopped its sponsorship of the competition.
PRISM's global offices handled internal ticket sales, at-event hospitality, ensured Ford’s contractual obligations were met in terms of vehicle supply to UEFA across Europe. We also managed the review process to ensure Ford and dealer advertising was compliant with UEFA guidelines.
PRISM was challenged to raise awareness of Ford’s involvement in football among the football public, increase the usage of the UEFA Champions League among the 21 Ford National Sales Companies and to use the UEFA Champions League sponsorship in helping Ford meet its business objectives.
PRISM's brief was to be involved consultation and implementation of all below-the-line activities across Europe, coordinating at-event hospitality for corporate guests throughout the season, managing internal ticket sales, and Centre Circle recruitment and onsite support.
PRISM Solution: PRISM constantly liaised with the client and the related 21 European national sales companies to identify market specific activation tools. Support was given to local markets and tailor-made onsite activities were implemented after processing mandatory UEFA approval processes. PRISM even suggested creating a Focus cross-carline “Ford Champions Edition”.
This was first implemented in Germany and supported by a 360 degree advertising campaign. A further 13 European markets adapted the Ford Champions Edition to maximise Ford’s UEFA Champions League engagement across Europe.
Results: PRISM continued to deliver and exceed expectation throughout the 22-year relationship in the top ranks of football.
As a snapshot, during the 2012/13 season PRISM supplied 855 vehicles; distributed 7,446 tickets to Ford employees, Ford dealers and Ford customers; organised 50 centre circle activation and hosted over 7,000 Ford guests at matches.