Cannes Lions

Beats Media House: Anthony Joshua

HAVAS MEDIA, London / BEATS BY DRE / 2017

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Overview

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Overview

Description

Beats’ identity has obvious associations with popular culture such as music, but more uniquely for a headphone brand it has strong ties to sport.

The campaign’s success would be built upon Beats’ strong, long-term relationship with Sky Sports, not only allowing the brand to feed its product and brand into Sky’s coverage but also giving it unprecedented access to Sky’s production teams, enabling Beats to shoot and use raw real-time footage.

This could be built into exclusive branded content and paid media placements around each event: the pre-fight press conference, the weigh-in, the media workout and 'fight night'.

Beats Media House would give life to the tie-up — a cross-agency newsroom team made up of brand and agency creatives and strategists, PR executives and digital specialists whose output would be built around the four key events building up to Joshua’s clash with Klitschko, feeding content to Sky and vice versa.

Execution

As anticipation mounted during ‘fight week’, Beats’ TV ad starring Joshua aired across contextually relevant Sky programmes, including documentary ‘The Gloves Are Off’, while product placement meant Beats was present across all Sky’s broadcast touch points.

In a genuinely symbiotic relationship, Sky was invited to Beats’ shoots, giving the broadcaster unique access to talent. Much of this content was integrated into Sky’s own output, for instance with Beats-branded footage being played as Joshua walked out to the ring on the night itself.

Beats gained access to Sky’s camera crew, allowing the brand to feed real-time Sky-credited content into its own, while a co-branded Facebook livestream from Joshua’s locker room built further engagement and anticipation.

Beats also secured the highly sought after Sky Box Office turbo break between the ring walk and first bell.

Outcome

- Beats beat Joshua’s own sponsors dominating share of voice by owning 65% of all views and 83% of all engagement across fight week and on 'fight night'.

- +24.4m views & 890k engagements across all Joshua ‘Be Heard’ content

- Sales up 18% WOW during fight week

- ‘Back to Beats’ became one of the most engaged videos on #JoshuaKlitschko and the most engaged Beats By Dre Twitter video of the campaign with 3.1m views, 86k engagements and +4k retweets

- Brand mentions peaked during 'fight night' with +1.5k mentions on TW - more than any other sponsor and more than @skysportsboxing

- Shares of Beats content by Sky Sports and SPORTbible social accounts allowed us to capitalize on an additional audience size of 1.5M social media followers, which contributed to more than +£30k in earned media value.

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