TAG Heuer - Premier League YPOTS

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To promote TAG Heuer’s sponsorship of the Premier League’s Young Player of the Season award we created a multi-channel campaign to engage football fans around the country. With 110,00 new subscribers to TAG Heuer’s global database, content reach passing 50 million and 1.6 million visits to TAG Heuer’s voting page, the campaign recorded the second highest voting turnout in Premier League history.

To start with we needed a positioning to align with TAG Heuer’s global line, ‘Don’t crack under pressure.’ So ‘The fearlessness of youth’ was borne. A campaign around the mentality which typified these young players bursting onto the scene. To launch the campaign we created ‘Fate loves the fearless.’ A piece of content that brought this mindset to life.

Then individual club edits were produced to drive the conversation.

A bespoke TAG Heuer voting page was created.

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To amplify the chatter on social we created a filter on Instagram which record over 500k captures.

A second piece of content announced the nominees through our media partnership.

And finally the winner was announced with a bespoke piece of content on the Premier League channels.