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.
