Winning the hearts and minds of football fans across the UK
Hisense needed a brand-leading idea that would cut through and make them stand out as the TV to buy for every football fan during the Euros 2020.
IMA developed the idea of ‘Built In Luck’. The idea was used across different categories, so the idea had even broader appeal and increased brand awareness.
The campaign tells the story of the lucky chip in an eye-catching, fun and memorable way, totally different from the competition.
Through a carefully targeted media strategy including OOH surrounding Wembley Way, a partnership with the world’s biggest sports radio station and targeted TV and social ads, the brand captured the attention of its audience when thinking about their passion – football.
The campaign kicked off a year later than planned after the Euros was delayed to 2021 and we are awaiting the results.