Objective: • Help UMBRO to launch the new England away kit
in 2006. • Reach the widest possible consumer audience, delivering
key product and brand
messages. • Manage a high profile and complex media event.
Activity: • Threepipe delivered an integrated launch campaign,
combining product placement,
player interviews, media promotions, brand partnerships
and a high
profile media launch event. • The new kit was launched in a global media event
involving 9 England players
and 300 media and guests.
Results: • A media launch event involving over 200 media
from around the world. • A campaign reaching over 25,000,000 consumers,
positioning UMBRO as an
innovative football brand. • The England shirt sold out in 2006, before the
World Cup started.
