FUSE & TRO Experiential Agency helped Nissan Champion the Fan at the UEFA Champions League Festival in Berlin
Nissan celebrated the Barcelona v Juventus UEFA Champions League Final in Berlin on the 6th June 2015 with an innovative experiential fan experience at the UEFA Champions Festival at the Brandenburg Gate, which over 100,000 fans visited. Fans football energy and passion was measured to power the UCL trophy on its final journey from the Fan Festival to the Olympic Stadium.
Nissan’s Fan Festival activation, designed and built by Fuse Sport + Entertainment and TRO, both part of the Omnicom group of agencies, featured unique and exciting activities that fans could engage with. As Nissan’s fleet of Zero Emission Vehicles helped ‘Electrify Berlin’, fans were challenged to show their skills and energy to help transport the UEFA Champions League Trophy to the stadium on match day in a special one-off e-NV200 vehicle. Fans were also tested on their football skills as they attempted to recreate Nissan’s TV advertisements.
Last weekend’s UEFA Champions League Final marks the conclusion of Nissan’s first season as a UEFA Champions League partner. In addition to the fan activation, Nissan also benefited the city of Berlin environmentally. Over 100 Nissan electric vehicles were used by UEFA in Berlin. and Nissan left a lasting infrastructure legacy from the event in the form of multiple EV charging points around Berlin.
Gareth Dunsmore, General Manager Marketing Communications for Nissan Europe commented, “Fuse Sport + Entertainment and TRO have worked very closely with us to help us to establish Nissan as a key member of the UEFA team. They have also been instrumental in developing key marketing initiatives to enable us to get closer to the fans through our ‘Engineers of Excitement’ platform, enriching match day experiences and adding value to the fan’s weekend in Berlin as well as showcasing the development of Nissan’s EV technology through our Road to Berlin initiative.”
Commenting on the programme, Fuse Sport + Entertainment Managing Director EMEA, Mark Bullingham said, “We have been delighted with the impact that Nissan has had as a new partner for UEFA in their first season. From a marketing perspective, sport and major sporting events continue to offer brands something different and unique and the UEFA Champions League is one of the truly outstanding events presenting a range of very exciting opportunities. The UCL has enabled Nissan to get closer to the fans who remain so crucial to the sport as well as promoting their leadership in EV technology.”
Sian Bates, Client Services Director, TRO, added in advance of the event “We are excited to unveil Nissan’s brand activations at the UEFA Champions League Final. Not only will we be bringing Nissan’s values of ‘Innovation that Excites’ to life through immersive activities, we will be adding value to the experience for fans through relevant, personal and memorable moments. The power of sporting events and experiential marketing to deliver stronger relationships between brands and consumers continues to demonstrate great return for clients.”
Fuse Sport + Entertainment has enjoyed another outstanding year and as well as being shortlisted for Sport Agency of the Year at the Sport Industry Awards, recently won the UK Sponsorship Awards Sponsorship Agency of the Year title for the second year running.
TRO, a specialist experiential marketing agency, a sister company of CPM field marketing; has been working with Nissan in the UK since 2011, delivering award-winning experiences around Innovation and Excitement, to Nissan’s audiences. Award-winning campaigns include Nissan’s brand centre at The O2 – The Nissan Innovation Station and Goodwood Festival of Speed. The agency was recently awarded the title of 2014 Eventia Agency of the Year.