Umbro Promo, Case study TAILORED BY ENGLAND by Mindshare London

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Industry Apparel, Clothing & Footwear
Media Promo & PR, Case study
Market United Kingdom
Agency Mindshare London
Creative Director Kevin Lyons, Richard Mulders
Released March 2009

Credits & Description

Category: Best Use of Ambient Media: Large Scale
Advertiser: UMBRO
Date of First Appearance: Mar 30 2009 12:00AM
Entrant Company: MINDSHARE, London, UNITED KINGDOM
Account Director, Client Leadership: Robert Seidu (Mindshare)
Business Director, The Exchange: John Maloney (Mindshare)
Head of Invention Live!: Simon Speller (Mindshare)
Account Manager, Kinetic Outdoor: Laura Jane Powell (Mindshare)
Creative Director: Richard Mulders (Anomaly)
Creative Director: Kevin Lyons (Anomaly)
Media placement: Large Scale Ambient - Euston Domination - 30th March 2009
Media placement: Large Scale Ambient - Trafalgar Square Exhibit - 3rd April 2009
Media placement: Large Scale Ambient - Oxford Circus 5 Ways - 6th April 2009
Media placement: Large Scale Ambient - Bond Street Digiwalls - 6th April 2009
Media placement: Large Scale Ambient - Digital Escalator Panels West End Pack - 6th April 2009
Media placement: Large Scale Ambient - National Geographic Exhibit - 13th April 2009

Results and Effectiveness
Umbro got massive PR from its media placements. The Trafalgar Square exhibition was so successful Umbro repeated it in Manchester. 50% increase against target audience of young culturally connected people for the brand to ‘be for people like me’ and 50% increase in brand being perceived as a ‘premium sports brand’. Other brand metrics – including 'makes the most innovative sportswear' and 'is an authentic brand' – have risen by 5-6 percentage points. Sales of England shirts exceeded expectations. It was the most successful England kit launch ever. Now England just need to win the World Cup.

Creative Execution
Tailored by England took to the streets to celebrate the country’s diverse culture. Representatives of all 196 nations who call England home were pictured in the new strip as part of a unique gallery in Trafalgar Square. This iconic location – outside the National Gallery and National Portrait Gallery – juxtaposed the history of England with the modern image portrayed by Umbro. Giant images dominated the square, an exhibition that required permission from four separate public authorities. We took our fans into key fashion centres of London and dominated Euston station – the terminal that links London to Umbro’s hometown of Manchester. We wrapped 72 metres of passageways throughout the station. Finally, we took over the London home of global ethnographic bible National Geographic, using the brand’s shop on Regent Street as a gallery for the diverse ethnicity of England fans, the first time any brand had done this.

Insights, Strategy & the Idea
Umbro has been associated with England since 1952, but by 2009 it had become perceived as 'bargain bucket' sportswear. We had to boost the brand’s appeal among a young, influential brand conscious audience. The insight was that football fuels, influences and inspires English culture and that English culture has the same effect on football. This insight gave Umbro permission to weave its message across key passion centres such as music, film and fashion. Our strategy would celebrate England and its influence on contemporary music/bands, on fashion and film and its influence on the country’s diverse population. It would spark interest about and debate among our target audience and change preconceptions about England and Umbro. Tailored By England would enable Umbro to appear in surprising, cultural spaces, demonstrating its credentials as a modern and relevant football culture brand.