How Kuhmo Kept Them Cheering Through the Half-Time Break.
The Story

Half-time is not the most exciting part of a football match. And when the contest is a local derby, the crowd’s attention levels drop like a brick – not a great moment to deliver a sponsor’s message!

Sometimes, brands use the half-time hiatus to do presentations about their products. Occasionally, there are dancers, prize-givings or product demonstrations.

Thrilling, it isn’t.

Something special

So when Kumho Tyre told us that their sponsored match at Old Trafford would be the local derby (Manchester United v Manchester City), we knew something special would be required.

There were two audiences – 75,000 fans, many of whom were potential retail tyre buyers, plus 100 or so international VIPs in Kumho’s corporate boxes.

 

The VIPs would have watched almost anything – they were trapped in their hospitality suite and probably expected nothing more than a few dancers and a sales pitch.

But the fans were a different matter. They had just seen half of the season’s biggest match and would be desperate to buy beer or deal with its consequences in the 15-minute slot, ready for the second half.

A radical approach

So we built a 9-foot inflatable Wayne Rooney and an equally silly-looking Manchester City star.

Supported by Fred the Red, teams of cheerleaders and a pitch-ful of flags, posters and Kumho sales messages, the shoot-out began, with commentary by Alan Keegan, the legendary voice of Old Trafford.

Cheers and chanting

It was hilarious and, as a result, tens of thousands of the fans watched. They cheered! They roared "Rooney! Rooney!" when the balding balloon in red took a shot; and they loudly chanted about cheating (as only football fans know how) when Manchester City’s rubber representative had a go.

The fun lasted eight minutes and, we understand, seriously damaged half-time beer sales because so many fans stayed in their seats to enjoy the entertainment.

The result? Well, Manchester United’s pneumatic striker scored the most goals, but if you’re counting awareness and audience engagement, Kumho was the undisputed winner.

Contact Us

We’d love to talk about ideas, events, campaigns or installations that will engage your audiences and deliver value for your sponsorship investments.

Brand in Action
The Foundry Communications Ltd
3 Denmark Street
Goose Green
Altrincham
WA14 2SS
 

How Can Brand
In Action Bring Your
Brand to Life?

If you want to discuss a project or have any questions, please fill in your details below.

Call us:
0161 926 8444

Contact Us

We’d love to talk about ideas, events, campaigns or installations that will engage your audiences and deliver value for your sponsorship investments.

Brand in Action
The Foundry Communications Ltd
3 Denmark Street
Goose Green
Altrincham
WA14 2SS
 

Call us:
0161 926 8444

How Can Brand
In Action Bring Your
Brand to Life?

If you want to discuss a project or have any questions, please fill in your details below.