Apollo Tyres, a leading global tyre brand based in India, is an organisation that seeks to do things differently. In a country dominated by a love of cricket, Apollo has made the bold move to champion football which has allowed the brand to directly engage with new audiences and push its global positioning. Prism were given the task to highlight Apollo’s partnership with Manchester United and teams within the Indian Super League through a creative solution inspired by Apollo’s brand positioning “Go the Distance”.
To effectively target these audiences and ensure all sponsorship marketing performs under one consistent communications platform, Prism created a global brand campaign born out of the core brand positioning ‘Go the Distance’. The aim of the campaign was to create a dialogue that had inclusive appeal to sports fans, and ultimately inspires them to give the sport a try.
The brand wanted to celebrate this spirit and glorify how professional footballers embrace a fearless attitude to reach their goals and ‘Go the Distance’, with an aim of inspiring the next generation to reach theirs.
The solution, was the creation of a hero brand film that focused on how footballers at the clubs Apollo sponsor, embrace a fearless attitude of achieving their goals, no matter how difficult they may be. Alongside the hero film, a number of additional content pieces were created that encouraged Apollo’s community to share their own personal stories of going the distance.
The films exhibit the four football organisations sponsored by Apollo demonstrating their talent, determination and hard-work. Buzz for the campaign was created by sharing four teaser videos in collaboration with the freestylers, Minerva Punjab, Chennaiyin FC and Manchester United. The four teaser videos generated a reach of 800,000, with more than 5,500 engagements and an engagement rate of four per cent. The anthem video generated a reach of 2.7 million with more than 22,000 engagements and an engagement rate of three per cent.
The campaign included a Twitter Trend activation of the #GoTheDistance hashtag, which saw our community of 430 influencers sharing the campaign content and encouraging fans to share their personal #GoTheDistance stories. The campaign generated more than 8,900 posts on Twitter with a combined reach of six million, and 14 million impressions. It trended at number six and was trending for more than two hours. The campaign also included a Facebook comments seeding activation on the anthem video which generated more than 90 comments.