Beats: #BeHeard

Anthony Joshua Fight of the Century

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Dec 10, 2018
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Beats is steeped in sporting culture. The brand identified the power of music within sport as an untapped opportunity, and their winning formula of ‘Music + Sports = Beats’ is a unique marketing approach in the headphones category. Beats stands apart from other brands to #BeHeard.

Few moments act as a stronger metaphor for what Beats stand for than the tension and crescendo of passion around high performance sports. North London lad and rising star of heavyweight boxing, brand ambassador Anthony Joshua, presented Beats with their opportunity.

On April 29 AJ would take on the fight of his life against Wladimir Klitschko. Backing AJ to take glory, Beats wanted to triumph outside the ring.

 Sky, Havas, Anomaly, PMG and Laundry Service collaborated to make sure Beats by Dre owned the moment when British boxer Anthony Joshua took on former heavyweight champion Wladimir Klitschko.

Beats needed to capitalise on the media hype around the fight and gain maximum exposure. But with other sponsors fighting for prominence we needed more than a badging exercise. Our media activation wasn’t ringside posters, it was bringing fans into the story of the fight.

We allowed fans to walk AJ’s journey, so they could feel the pre-fight tension, the pride that swelled as thousands sang his name on fight night, and the elation of the win or heartbreak of the loss.

We needed to create content, buy and activate media in real-time to engage huge numbers of fans and connect them to the fight experience. To do this, we created Beats Media House, a bespoke cross agency studio.

As the fight broadcaster, Sky owned the connection between boxing fans and the event. So Beats partnered with Sky to launch a campaign befitting the fight of the century. Sky gave us exclusive access to their production crew and live footage. In return, Sky was invited to Beats’ film shoots, which gave it access to the brand’s ambassadors. This collaboration wove Beats into the crucial moments throughout the fight narrative.

Pre-fight, we built anticipation to fever pitch with a film that tied Beats to AJ’s roots, shown online, and featured on the Waterloo Motion takeover count down. Our TV ad was aired by Sky across relevant programmes, including The Gloves are Off, which featured Beats product placement. We used Beats owned assets, including ambassadors Dr Dre, Harry Kane and Rio Ferdinand, to drive reach and create excitement. And on Twitter, fans could lock exclusive content by using #BeHeard. 

Beats dominated Fight Night. Our campaign anthem Seven Nation Army was the soundtrack to AJ’s ringwalk. Our TV ad played out in the 'turbo break' just before first bell. Interactive perimeter boards in the stadium enabled fans to inspire AJ to the win. We led the social conversation with exclusive video of AJ’s arrival at Wembley, and a live stream from the dressing room, essentially immersing Beats into Sky Sports multiple consumer touch points: linear TV, OOH broadcast, Facebook, Twitter, digital and mobile. Our unique access to AJ and Sky meant we could celebrate victory more quickly and effectively than any other sponsor.

Results

  • Beats pummelled Joshua’s other sponsors, dominating SOV by owning 65% of all views and 83% of all engagement across fight week and fight night.
  • 24.4m views & 890k engagements across all AJ ‘Be Heard’ content
  • Brand mentions peaked during fight night with +1.5k mentions on TW - more than any other sponsor and more than @skysportsboxing
  • Organic and earned media from Sky Sports and SPORTbible delivered an additional audience of 1.5M social media followers, contributing to over £30k in earned media value.
  • Ecommerce sales +18% and website visits up 350% WOW during fight week across EMEA


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Havas Media

We are passionate about helping our clients create Meaningful Brands by reimagining valuable experiences. Our smart thinking around enhancing customer experience means we deliver more measurable, meaningful experiences between brands and people.

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