MUFG CAMPAIGN TO ACHIEVE GLOBAL RECOGNITION WITH LAUREUS

To mark their new partnership with Laureus Sport For Good, MUFG wanted to bring to life key messaging and transcend all relevant markets and internal business units globally using a creative and activation campaign.

Insight: Sport has the power for deep impact, providing opportunities for personal growth and social transformation. Athletes have more than just fun on their minds as they entertain spectators with their physical feats; they also have broader goals and visions they hope to achieve through sport.

Solution: Developed a creative campaign ‘Power To Inspire’ bringing to life MUFG’s ambition around the Laureus partnership, activating at the annual Laureus awards in Monaco. Focusing on female empowerment in business and Sport, talking head interviews were done with key sporting figures, as well as MUFG business leads with coverage secured in national and global titles, to coincide with International Women’s Day. OOH advertising was implemented in key airports in France and London to map the customer journey to the premium branded event, as well as a 30” ad on NBC.

Results:

• Over 300 VIP guests hosted in unique event hub
• 27,331,982 OTS in key business titles
• Over 9 minutes broadcast coverage across Asia, Europe & America 84 total on-air hits through 10 broadcasters