Live the Passion of Soccer
Following several years of successful branding for the NBA All-Star Week’s Jam Session event, T-Mobile reached out to Hornall Anderson to brand a new endeavor – the soccer sponsorship of the Confederation of North Central America and Caribbean Association Football league (CONCACAF). The goal for Phase One of a two-phased season sponsorship was to raise T-Mobile awareness among Hispanic consumers in the initial key activation markets of LA, Houston, DC and Boston.
We created a framework around three key platforms: Fan Zone, a pre-game outdoor activation with interactive games and phone demos; In-Stadium Assets, utilizing signage, media and promotional opportunities; and Local Promotions, including retail and radio remotes to build affinity and consistency while introducing T-Mobile’s CCL partnership to targeted consumers.
The result for T-Mobile included a 70.8% increase in store traffic, a 52.6% increase in activations, a 39.4% increase in upgrades, a 62.3% increase in the number of handsets sold, and a 52.9% increase in accessory sales. Based on this success, T-Mobile has already engaged Hornall Anderson’s involvement for Phase Two of the CCL sponsorship.