The UEFA Champions League Final is the pinnacle of the football season, drawing in a TV audience of over 5 million. For sponsors, it represents an opportunity to engage football fans across the world when interest in the competition is at its peak. For FedEx, it was an opportunity to shift the dial on its core business objectives – increasing brand awareness and familiarity across its regions and creating loyalty and advocacy with customers and colleagues.
FedEx recognised PR as an effective way of activating its sponsorship at scale within a limited budget. With the right story, executed in an editorially relevant way, it could generate brand visibility in the football press all over the world, alongside a suite of video and still assets that its customers and colleagues would be proud to share.
So, on the eve of the Final, FedEx created a giant piece of street art outside the Stade de France immortalising the defining moments of the 21/22 competition. The stunning mural was painted onto a wall of 200 FedEx cardboard boxes and featured striking portraits of Mohamed Salah, Karim Benzema, Jurgen Klopp and Carlo Ancelotti.
The activation created a relevant visual backdrop that media could use to cover the build-up to the Final – resulting in global pick-up across international markets. Content of the street art was shared on owned and partner channels, outperforming against all benchmarks, while brand awareness and familiarity amongst football fans increased by 6% and 13% respectively*.
