European Sponsorship Association

Promoting best practice and raising industry standards in sponsorship activities

  • home
  • about
    • About ESA
    • Our History
    • ESA Leadership
    • ESA Team
    • Corporate Responsibility
    • ESA Working Groups
      • Policy
      • Media Group
      • National Representatives Workstream
    • Latest ESA Newsletter
    • Our News
  • membership
    • Membership
      • Apply
      • Benefits
      • Testimonials
      • Our Members
      • Member get member initiative
      • ESA Code of Conduct
    • ESA Member Login
    • ESA Associate
  • resources
    • Case Studies
    • Industry Reports, Studies & Good Practice Guides
    • Sponsorship Market Overviews
    • Media Group Resources
    • Policy Papers
    • Presentations
    • Videos & Webinars
    • Suppliers
    • ESA news
    • Industry and Member News
    • ESA Archives
  • blog
  • events
    • Events Diary
    • ESA Member Round Tables
    • Past ESA Events
    • ESA Awards
      • Awards Home
      • 2022 Awards
        • Winners and shortlist
        • ESA Best of Europe
        • Photos
        • Videos
        • Judges
        • About the Awards
        • Partners
      • Previous Awards
        • Winners
        • Case Studies
  • qualifications
    • Overview
    • ESA Diploma
      • Diploma Home
      • Testimonials
      • Graduates
      • Dates
      • Syllabus
      • How it Works
      • FAQ
      • Introductory Session video
      • ESA Diploma scholarship
      • Enrolment, Fees and T&C’s
      • Photos
      • Our Partners
    • ESA Sponsorship Sales Certificate
      • Selling Sponsorship Home
      • Testimonials
      • FAQ
      • e-Brochure
      • Enrolment, Fees and T&Cs
      • Dates
      • Syllabus
      • Graduates
      • Our Partners
    • ESA Leaders Programme
      • ESA Leaders Programme Home
      • e-Brochure
      • Syllabus
      • Dates
      • Enrolment, Fees and T&C’s
      • FAQ
      • Testimonials
      • Introductory video
  • careers
    • Careers Home
    • Five key takeaways from ESA’s careers masterclass
    • Find a Career in…
      • Sports/ Entertainment Sponsorship
      • Sports Marketing
      • Events
    • Roles & Responsibilities
    • Choosing your Career
    • Top Tips
    • Industry Jobs
  • contact
  • login
You are here: ESA home / Awards / VIRGIN MONEY UNITY ARENA

VIRGIN MONEY UNITY ARENA

8 December 2020

In a year of disruption, insecurity and adversity for the financial industry, Virgin Money achieved its primary goal to reinvent and reinvigorate its brand and customer experience through the transformative power of music.

Through a partnership with SSD Concerts to create the world’s first socially distanced music venue, Virgin Money earned international attention for helping bring LIVE music back to the UK with the Virgin Money Unity Arena. For a bank to be tweeted about by the Irish Taoiseach, talked about on social by Trevor Noah, Tom Grennan and TikTok influencers, make headlines in Lad Bible, Rolling Stone and NME, and become part of social meme and viral culture is extremely rare.

In the absence of a media budget, we created a viral social media campaign: Would ‘the world’s best-behaved outdoor gig’ (The Guardian) be the new reality for live music in the pandemic era? For some, it was their lifelong gig dream made reality. But not everyone agreed, and this meant the most engaged posts generated comments into many thousands. We helped create more buzz via ‘war-room’-style social outreach.

We organically drove overall impressions of 616 million, increased social brand sentiment by 21% (7% > 28% July – August) and social share of voice by 9%. On our owned channels, engagement on our Virgin Money Unity Arena posts was 85% higher than our benchmark.

The Virgin Money Unity Arena is one of this year’s unforgettable financial partnerships, firming us up in the public imagination as a bank with a difference.

  • Awards home
  • 2022 Awards
    • Winners and shortlist
    • ESA Best of Europe
    • Photos
    • Videos
    • Judges
    • About the Awards
    • Partners
  • Previous Awards
    • Winners
    • Case Studies

Quick Links

  • Qualifications in Sponsorship
  • ESA Library
  • Latest News
  • ESA Policy
  • Industry Jobs
  • ESA Tweets
Join ESA's Mailing List

Search

  • Terms of Use
  • Privacy Policy
  • LinkedIn
  • Twitter

© 2022 European Sponsorship Association · Return to top · Log in

MENU
  • home
  • about
    • About ESA
    • Our History
    • ESA Leadership
    • ESA Team
    • Corporate Responsibility
    • ESA Working Groups
      • Policy
      • Media Group
      • National Representatives Workstream
    • Latest ESA Newsletter
    • Our News
  • membership
    • Membership
      • Apply
      • Benefits
      • Testimonials
      • Our Members
      • Member get member initiative
      • ESA Code of Conduct
    • ESA Member Login
    • ESA Associate
  • resources
    • Case Studies
    • Industry Reports, Studies & Good Practice Guides
    • Sponsorship Market Overviews
    • Media Group Resources
    • Policy Papers
    • Presentations
    • Videos & Webinars
    • Suppliers
    • ESA news
    • Industry and Member News
    • ESA Archives
  • blog
  • events
    • Events Diary
    • ESA Member Round Tables
    • Past ESA Events
    • ESA Awards
      • Awards Home
      • 2022 Awards
        • Winners and shortlist
        • ESA Best of Europe
        • Photos
        • Videos
        • Judges
        • About the Awards
        • Partners
      • Previous Awards
        • Winners
        • Case Studies
  • qualifications
    • Overview
    • ESA Diploma
      • Diploma Home
      • Testimonials
      • Graduates
      • Dates
      • Syllabus
      • How it Works
      • FAQ
      • Introductory Session video
      • ESA Diploma scholarship
      • Enrolment, Fees and T&C’s
      • Photos
      • Our Partners
    • ESA Sponsorship Sales Certificate
      • Selling Sponsorship Home
      • Testimonials
      • FAQ
      • e-Brochure
      • Enrolment, Fees and T&Cs
      • Dates
      • Syllabus
      • Graduates
      • Our Partners
    • ESA Leaders Programme
      • ESA Leaders Programme Home
      • e-Brochure
      • Syllabus
      • Dates
      • Enrolment, Fees and T&C’s
      • FAQ
      • Testimonials
      • Introductory video
  • careers
    • Careers Home
    • Five key takeaways from ESA’s careers masterclass
    • Find a Career in…
      • Sports/ Entertainment Sponsorship
      • Sports Marketing
      • Events
    • Roles & Responsibilities
    • Choosing your Career
    • Top Tips
    • Industry Jobs
  • contact
  • login
This site uses cookies: See our privacy policy