Renault and Sky Sports have teamed up to launch a new multiplatform campaign ‘With you all the way’. Following a recruitment campaign to find the ultimate football fan, Sky Media created bespoke branded content with Sky Sports which will see legendary Sky Sports pundit, Jeff Stelling drive a lucky competition winner and family member to a Renault Super Sunday game in the New Renault KADJAR.
In a first for Sky, Renault will amplify its existing sponsorship of Sky Sports Premier League coverage by creating content from a surprise ‘Ultimate Renault Super Sunday’ experience had by lucky competition winner Jimmy Dolan. It was filmed ahead of the Renault Super Sunday clash between Manchester City and Chelsea on 10th February.
Content filmed from the day will be used to create three 3-5-minute films showcasing Jimmy’s winning experience. He will also discuss his journey as a life-long Manchester City supporter, which will be available in full on Sky Sports On Demand and on a bespoke brand hub on the Sky Sports website.
It will be made available through Sky owned editorial channels on digital and social platforms, including Football Daily. The films show Sky Sports’ Jeff Stelling and Manchester City’s former star striker Niall Quinn pick up competition winner Jimmy in the New Renault KADJAR. On the journey to the game Jimmy meets another Manchester City icon, Shaun Goater, and the group discuss the highs and lows of Jimmy’s years of supporting Manchester City.
Prior to Renault Super Sunday coverage starting Jimmy was the envy of all football fans as he was given unique access behind the scenes to meet and greet the Sky Sports Sunday pundits including Jamie Redknapp, Graeme Souness and David Jones.
Shorter 20”, 30”and 60” edits will appear within commercial airtime around live coverage of the Premier League on Sunday 3rd March. The action-packed Sky Sports Renault Super Sunday will see a triple header with the following live games:
- Watford v Leicester City
- Fulham v Chelsea
- Everton v Liverpool
Sky’s On Demand, AdSmart and AdVance platforms will allow the content to be directly served to Renault’s specific target audience, to further drive reach and engagement.
Following the TV ads, the ‘With you all the way’ campaign will continue with the creation of five Ultimate Football Fan stories. These will be placed as articles on the Sky Sports website and amplified through social media channels.
The deal was developed by Sky Media, Sky Sports and Manning Gottlieb OMD. The advert launched on 3rd March and run until 31st March, during a crucial period in the Premier League season. The campaign is an extension of Renault’s sponsorship of Premier League coverage on Sky Sports.
Adam Wood, Marketing Director, at Groupe Renault UK and Ireland, said, “Our partnership with Sky Sports is about celebrating fans as well as our brand ethos ‘Passion for Life’. That’s exactly what our winner Jimmy showed in the competition – a real football fan going through a whole journey of emotions as they follow their team, being ‘with them all the way’.”
Jason Hughes, Head of Creative Solutions at Sky Media, said, “We’re always looking to push boundaries and think of new and exciting ways to help our clients reach their target audiences. In a first for Sky, we’re using our exclusive access to top sporting talent and unique mix of TV, digital social channels to ensure Renault drives engagement with Sky Sports’ passionate football audience.”
Source: Sky Media