Vredestein Tyres x Manchester United
Shooting our shot with brand activation for Vredestein Tyres x Manchester United.
Client
Vredestein Tyres x Manchester United
Industry
Automotive
Sports
Services
Experiential
Outdoor CGI
Social Media
AR
Vredestein is Europe’s premier first-class tyre manufacturer, renowned for its commitment to innovation and performance in the industry. As a leading sponsor of Manchester United, Vredestein holds a prominent stake in the club’s success both on and off the pitch.
The aim was to gain awareness for Vredestein in the UK as well as launch the brand’s latest tyre.
Vredestein’s parent company Apollo tyres approached us with a specific goal: to launch an experiential brand activation at Old Trafford, the iconic stadium of Manchester United, ahead of the highly anticipated home game against Liverpool in April 2024. The aim was to gain awareness for Vredestein in the UK as well as launch the brand’s latest tyre, the Ultrac-Pro, to a passionate football audience while fostering brand engagement and excitement.
This arena was not just a competition ground, but a unique experience where fans could test their precision, accuracy and performance.
After extensive brainstorming and conceptualisation, our team crafted the ‘Vredestein Ultra High-Performance Arena’ as the standout feature of the brand activation. This arena was not just a competition ground, but a unique experience where fans could test their precision, accuracy and performance by kicking footballs through a massive tyre wall.
Similar to how the Ultrac-Pro tyre performs on the road. Each tyre type and size was represented by different scores, adding a layer of challenge and excitement to the experience.
To further enhance engagement, all participants were automatically entered into a prize draw. This competition offered prizes such as stadium tours and signed Manchester United shirts. The top three scores would automatically win a set of Ultrac Pro tyres, matchday tickets or a signed shirt. This comprehensive prize package generated significant buzz and excitement among the attendees.
In tandem with the live event, we launched a CGI outdoor campaign on social media the week before the game. Short clips showcased giant Ultrac Pro tyres rolling through iconic locations in Manchester city centre, building anticipation and driving online engagement.
The Vredestein brand activation at Old Trafford exceeded all expectations, with hundreds of fans enthusiastically participating in the Arena for over three hours before kick-off. The event garnered significant attention, showcasing Vredestein’s commitment to innovation and performance in the tyre industry.
The event's success solidified Vredestein's position as a leading innovator in tyre technology and further strengthened its partnership with Manchester United.
The team at Vredestein were delighted with how the brand activation went, highlighting the fun and engaging nature of the activation, that would stick in the minds of the fans long after the event. The event’s success solidified Vredestein’s position as a leading innovator in tyre technology and further strengthened its partnership with Manchester United and we’re looking forward to working with them again in the future.