ABOUT

The CHALLENGE

Barclays have sponsored the Premier League for 10 years but it was doing very little to drive engagement with the brand.

The INSIGHT

We could give real meaning to the association by casting Barclays as the brand which recognised and celebrated the fans, rather than just the game.

The SOLUTION

We created the single-minded thought of #YouAreFootball, employing a team of journalists to reveal and celebrate great stories and create an engaging series of films, interviews, conversations and stories as well as in stadium advertising that showcased and rewarded the incredible dedication of fans.

We published these stories to large audiences and thanked fans with everything from free tickets, to VIP experience at matches, to playing Premier League pitches.

The RESULTS

Hashtag seen by 190 million unique users around the world, and used almost 100,000 times
1.25 billion Facebook impressions
5.65 million YouTube views.
#YouAreFootball Experiment viewed 250,000 times with no paid media and covered across media including BT Sports and Bloomberg.