…Thinking outside the box in a new era
The year 2020 was challenging to say the least. Many of us had had to adjust to a new lifestyle and create new daily routines, while the necessary measures put in place to safeguard individuals had also drastic repercussions on the world’s health, education, financial and commercial institutions, and the sports industry. With a global value estimated at USD 756 billion annually, the sports industry faced numerous challenges as Games, championships and live events remained largely on hold throughout the year.
The situation put pressure on International Federations to start thinking outside the box on how to best maintain relationships with athletes and their entourage, partners, broadcasters and fans during these uncertain times.
Fan engagement and promotion in an event-less situation…
The FEI Commercial team spent a lot of time brainstorming with its commercial partners on ways to keep equestrian fans engaged and create brand awareness. Driven by a love of horses, three innovative and inspiring campaigns saw the light of day in 2020, reinforcing the already strong bond shared by the equestrian community.
#Horse O’Clock – A match made in heaven!
The Horse O’Clock with Longines activation was a consumer community engagement campaign rolling on the FEI digital channels throughout 2020 while live events were mostly on hold. Fans had the possibility to answer a fun equestrian personality test, which then determined which Longines watch would be the perfect match for their personality. Once the test had been taken and the match revealed, fans were redirected to the Longines website to find out all the details about their ideal match and discover other watches too, of course.
