Menu open image Menu close image
Lisa Malin, Marketing Manager

Brands and retailers are competing hard to score in the Summer of Sport. In this update, we look at how brands in different sectors are gearing up for rapid retailing during this time of peak consumer engagement.

Channel 4 promote the use of disabled talent

The ‘Superhumans Wanted’ initiative is offering a £1m prize to the brand or agency which submits the strongest campaign initiative featuring disability and disabled talent ahead of the 2016 Rio Paralympic Games.


Take away: What can retailers be doing to promote inclusivity in their campaign activations in the run up to the 2016 Rio Paralympic Games?

EE demonstrate their connectivity, proving their performance in the need for speed

This digital campaign demonstrates EE’s ‘50% faster’ proposition in simple ways that anyone could understand. The result? An engaging, fun and sports-themed competitive video that has viral appeal in this sporting summer season. We’d love to see this experience in action, adapted for retail…


Take away: Clear messaging + simple engaging delivery = speedy understanding.

Retailers attract attention with Olympic themed windows and campaigns

We’ve compiled a quick retrospective of some of the most interesting Olympic themed window displays in a recent blog. We look forward to seeing what 2016 will present.


Currys PC World discover many ways to encourage customers to watch sporting events on a bigger screen

‘Cash for Goals’ initiative

Buy any TV priced £699+, then select your football team and you’ll receive £10 for every goal your chosen team score during the European football tournament this Summer.


‘Win the Ultimate Home of Football’ initiative

This latest Currys PC World activation is a competition which features as a headline prize a VIP game-watching experience aboard a “pimped up” RV, kitted out with 4K TV technology.


Take away: Preemptive awareness, coordinated campaigns and a targeted outcome all help these activations ride on the increased awareness of the sporting events.

Fashion and tech giants collaborate to offer speedy, seamless, real-time retail

House of Holland’s new concept with AR brand Blippar, was launched at British fashion designer’s London menswear show, June 2016. Shoppers (with the app) could purchase items by pointing their smartphones at models – leading to a checkout page to specify size and quantity, for next day shipping.


Take away: You don’t have to be a sports brand or have celebrity athletes to engage consumers during a time of sporting activity – you can feed the need for speed in many other ways. In this example, the idea of semi-instant transaction becomes part of the seasonal hype.

Sparked your thinking? Why not get in touch to talk about how we can work together on your next project?