"Thanks to the programme delivered by MEC Access, we're in a very strong position to optimize our future Wimbledon campaigns, ensuring our budgets go as far as possible."

Danone Waters, UK

“MEC Access has been, and continues to be, a great advisor to Sony Ericsson on the Hemsedal project. They challenge us and help us find relevant activation ideas based on real insight. This way we keep improving our market share and create a unique brand experience.”

Anniken Amdam - Marketing Director, Sony Ericsson Norway

"They come to the table and want to fundamentally know your business. They want to know what makes your cash register ring so the conversation doesn't start with marketing. It's much higher in the planning process. They're a very engaged partner."

Monster


Citi

Colgate-Palmolive
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A demonstration of

  • > Active Engagement
  • > Entertainment / Content
  • > Multimedia
  • > Research / ROI

And the winner is…




Citi created its own space in the entertainment world by associating its brand with the prestigious Golden Globe Awards.


The challenge

Citi, the US bank, wanted to stake a claim in the entertainment arena where its competitor, American Express, was dominant. But, rather than using conventional media methods, they wanted us to leverage their ‘Thank You’ messaging platform by using digital channels to engage with a broad audience of consumers.

Our insight

The most popular and publicized ‘Thank You’ happens on award shows. These speeches are entertainment in and of themselves.

We believed that Citi could engage more powerfully with consumers by going beyond simple messaging and finding a brand new concept that could be uniquely associated with Citi. We recognized the marketing potential of the Golden Globe Awards and landed a sponsorship deal with the Hollywood Foreign Press Association – the first time that they had permitted any form of brand partnership.

Our solution

We created a microsite to carry Golden Globes content from the nominations through to the awards afterglow. The centerpiece of the online experience was an exclusive partnership with MSN, enabling us to run the biggest live streaming show ever - a four and a half hour live red carpet and backstage show - featuring digital and physical integration for Citi and pairing the brand with the most successful talent in the world. The site also hosted photo galleries, online chat and fantasy gaming.

Built on the ‘Thank You’ messaging platform, the program consolidated Citi’s association with success, achievement and reward.

The results

  • Exposure to 13.2 million viewers
  • Red carpet show broadcast in over 12 countries
  • 2.5 million unique online visitors
 
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