Hankook Tire – Official Partner of the UEFA Europa League (UEL) creates the SYMPHONY OF SILENCE.
The challenge: Empty stands and silent stadiums have shaped the football world during the Covid19 lockdown creating limited sponsorship activation and loss of several valuable sponsorship assets from the partnership. Hankook understood the impact and disruption that has caused fans so much anxiety and what it means to not be able to support your team physically.
The action: In light of the UEL Final 8 tournament Hankook wanted to give something emotional & positive back to the fans, by showing that despite the physical distance, people could be more united than ever. Hankook put an end to stadium silence by connecting fans to make them feel united by the creation of an emotional digital activation.
Thus, presenting Hankook as an innovative and empathic brand, that drives the emotions of football fans using the UEL platform and exceeding the intangible goals of their sponsorship objectives. Together with world famous violinist David Garrett and composer Frank van der Heijden, Hankook created an emotional remix of the official UEL anthem. In just 3 weeks a high quality video production, using breathtaking drone and camera shots inside an empty UEL stadium, was conducted; creating the “Symphony of Silence”. Hankook, UEFA and David Garrett broke the silence together by spreading the exciting video on all relevant digital channels before the UEL Final 2020 match in Cologne.
The results: In addition to remarkable KPI’s, the intangible goals of awareness and brand image were met, demonstrated by fantastic reach, views, shares & comments with a great price-performance ratio.
