Wavemaker wanted to create a brand activation to showcase Just for Men’s sponsorship of the NFL London Game Series. Just For Men had been given an event space at the NFL’s Big Kick launch event in Piccadilly and the NFL Games at Wembley. The aim was to utilise the event space to engage as many of Just For Men’s target audience as possible and turn them into brand fans.
We were given a three-word brief ‘Tackle the Greys’ and our challenge was to turn this into an exciting brand experience men would want to participate in. Whilst also educating them on the benefits of using Just For Men.
Taking the ‘Tackle the Greys’ brief literally we created a brand experience American Football fans would love to take part in. The #Tacklethegreys challenge was designed to test their brains and physicality. The two attributes that make a great NFL player.
Firstly, participants took a seat in the coaches chair scoring points based on their NFL and Just For Men knowledge. Secondly, they then had to physically step-up to the challenge of tackling a custom-built Tackle bag that registered a tackle power score. Their knowledge and power scores were then combined appearing automatically appearing on LED screen, for the huge crowds the activity generated to see.
Just For Men’s #Tacklethegreys sponsorship activation attracted over 3,700 participants across the four events. Beating all the other sponsor’s brand activation participants scores.
Most importantly the activation proved highly effective in reaching Just For Men’s target demographic. Perfectly hitting Just For Men’s target audience, 76% being male participants and 61% being aged 25-44. The client was delighted with the activity. Based on the success the #Taklethegreys brand activation it is being repeated at the NFL London Series in 2019 across even more events.
“Inspired delivered our Just For Men Tackle The Greys activation with the NFL this Autumn. Alex and the team made the whole process completely seamless and built and delivered a fantastic fan activation. We look forward to working with them at several more NFL events in the future!”