Results Summary: Over 12,000 consumers engaged with on a regular basis through social media, each clinic over subscribed, live coverage through Digicel Sportsmax.
Digicel Sponsorship and the NBA in 2015 formed a partnership where a series of youth basketball clinics would be hosted jointly to help them deliver 4 key objectives:
1.Awareness, appeal and demand for Digicel media rights of the NBA action.
2. Broaden the understanding and appeal of NBA basketball.
3. Content development and community interaction to broaden and extend Digicel offerings and take up by customers.
4. Continue to build legacy of Digicel's grass route sporting programs through the Caribbean.
The Un-Agency was employed to build a marketing platform that not only introduced this great initiative to the markets, but reached the audience through multiple touch points with a content strategy to engage with the audience beyond just the clinics themselves.
Working closely with all parties we built a marketing eco system that included;the campaign identity and marketing collateral, .campaign roll out strategy and a content strategy including a documentary to would be aired on Digicel Sportsmax, the premium sporting channel in the Caribbean.
The program in its first year was a great success with each clinic over subscribed. Great reach and engagement was made across social media with thousands of fans being hit with each posting and the live interviews reaching over 12,000 consumers on the Digicel Sportsmax Facebook page alone.
Great feedback has been received from all parties with the NBA recognizing the positive impact this program is making in each of the markets with the program going a long way in raising the popularity of basketball and the NBA throughout the Caribbean.
Testimonial - Digicel Group is currently working with The Un-Agency on a number of projects including a major sponsorship campaign with the NBA that launched today and is running across the Caribbean. Their approach is very refreshing, together their unique brand model and the approach of telling a story delivered a real difference to our campaign. It gave us a consistency of message across all the platforms from the ATL to the TV content and Digital.
I travel constantly and having access to the campaign through the cloud project manage system was a god send especially with the NBA being based in New York. It cut back on massively emails and inefficiencies.
KIeran Foely - Digicel Group Sponsorship Director