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ADI Support EVA Air’s Matchday Takeover at West Ham United’s London Stadium.

On the 10th March, West Ham United’s Premier League fixture against Burnley Football Club saw a Matchday Takeover for their Official Airline Partner, EVA Air. London Stadium showcased a number of different activations to increase brand exposure and engagement within the Hammers fan base. We supported the matchday activations by creating bespoke ‘Generation Game’ style content which was broadcast on the big screen to the entire stadium!

ADI have been providing matchday services to West Ham for the past 26 years, and so extending this service was something our team were more than happy to take part in.

From ideation to delivery, the teams at West Ham and ADI aimed to provide the perfect solution for EVA Air and their mission to generate more visibility towards their brand.

The Delivery

The ADI studios team worked closely with West Ham in order to hit the project briefs set by EVA Air. The understanding from all parties that the aim was to create a fun, engaging, brand activating day made the ideation stage of the project a great opportunity to get creative with it.

Knowing that there would be plenty of give-aways and prizes to utilise, the idea for a ‘Generation Game’ style was too hard to pass up.

The activations began before the fans had entered the stadium – with a ‘have-a-go’ precision wall outside the stadium for fans to take part in and win prizes; followed by a co-branded leather luggage tag giveaway in Club London. All spaces available were utilised in order to achieve maximise exposure for EVA Air.

Once inside, an in-bowl activation designed to interact with fans on a more personal level and bring some entertainment was continuously played out throughout the pre-match and half-time shows – transforming the venue to project all things EVA Air and introduce the biggest and final prize.

Content Creation

‘The Aviation Game’ was the final activation and the most challenging for our Studios team to put together. The aim was for contestants to try and remember as many items as possible that appeared on an animated conveyor belt, before having to name them inside of 30 seconds. The items ranged from sun cream to West Ham’s UEFA Europa Conference League trophy and not forgetting the old game show classic – a cuddly toy.

EVA Air offered an amazing prize to the winners of the activation; return flights to either Taipei or Bangkok. With this outstanding prize on the line, to further drive visibility and interactive between the crowd and brand, we sent round roaming GIF photographers, taking EVA Air branded GIFs which were sent digitally to fans phones. Fans who posted their photos to social media were entered into the competition.

When I was told by the club of their wish to create a generation game style activation I thought, wow, this could be fun! And it proved to be. We took some ideas discussed with the club to create a whole game show visual and tapped into the studios team’s range of editing qualities, which included creating a cartoon style airport setting and 40 conveyor belt items in the same aesthetic. It took several days for us to create everything we needed from the conveyor belt items, to the transition stings, but I feel all of them would look at home on a TV gameshow. It was a real challenge working out how we would deliver the content and make it look professional. I feel we did that.

The delivery on the day went perfectly and it’s great to hear that the club and client where happy with what we produced.

Testimonial

Working with ADI on this project was seamless from the very beginning. The team were incredibly helpful throughout the creative stages, bringing ideas and solutions to the table based on what we wanted to achieve. ‘The Aviation Game’ as a final activation looked incredibly professional and worked extremely well on matchday – despite some pretty miserable weather!

EVA Air were incredibly pleased with the activations and the brand exposure that they received from this matchday. A huge success all round.

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