E.on Launches Family Football Campaign
Utilities brand E.ON has announced a new family football marketing campaign to leverage its title sponsorship of the FA Cup this season.
Aiming to bring families together through football, the energy supplier has teamed up with Harry and Jamie Redknapp to launch a family-awareness programme. The father-son team will be providing their insight into the lives of a football-focused family on E.ON’s website, providing exclusive interviews, family football training tips, behind-the-scenes footage and match predictions.
E.ON customers will be able to see the video content first for a priority period on www.familyfootball.co.uk, before it is released to the public section of the site.
The Family Football campaign will also offer a host of FA Cup incentives to families such as Family Football Ticket packages for all season games for E.ON customers, including The FA Cup Final, and interactive Family Football Lounge events will be staged before matches at football grounds and shopping centres, offering entertainment for all ages.
Additionally, all those who register on familyfootball.co.uk will be entered into a contest and to will win a VIP trip to The FA Cup Final 2009 for them and their families. The package includes taking part in a penalty shoot-out on pitch at Wembley at half time.
The integrated campaign went live at the First Round of The FA Cup with a series of sponsorship idents around ITV’s coverage of the matches. The next stage of the campaign goes live this weekend at the Second Round with the launch of the FamilyFootball website.
Four retained agencies assisted with E.ON’s campaign: TBWA produced all above the line creative, Mediacom implemented the media planning and buying strategy, E3 developed the website and manage the interactive elements, and brandRapport Arena will manage The FA Cup sponsorship activation and PR including the Redknapps’ involvement.
