Challenge
Design and implement a sponsorship activation to run alongside, and support the launch and delivery of, the new Longines League of Nations™ Jumping competition, lasting across the entire event series.
The Work
We developed the campaign “Chasing Jumps”, which took inspiration from a treasure hunt combining the use of Fabacus technology and creative, integrating interactive QR codes both at events and across various FEI digital properties, enabling fans to engage in a unique, online interactive experience.
The ‘Chasing Jumps’ campaign works in digital spaces and extends into physical, on-the-ground experiences at all five venues of the prestigious Longines League of Nations™, which began in Abu Dhabi, moving through Florida, Switzerland, Netherlands, and concludes in Barcelona in October 2024. A truly global campaign, blending digital and real-world interaction and providing access to ‘surprise and delights’ from Longines in return for first-party data submission.
The first-party data capture and data analytics of audience interests and behaviours, which is integrated into the campaign aims to enrich the FEI’s understanding of its fanbase at events worldwide.
Impact
Over 1,000 prizes have been given away creating value for fans. More than 50,000 people have engaged with the campaign via the online interactive experience capturing first-party data for almost 5,000 fans creating a win-win-win for the FEI, Longines and most importantly audiences worldwide.
