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BETADINE kicks a winning goal

The first job of any brand communication is to get noticed. What better way than to takeover an entire international airport terminal?

 
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In 2017, BETADINE became the ‘Official Healthcare Partner’ of the internationally famous Manchester City Football Club.  

The aim was to think big and leverage this unique partnership by playing, as does MCFC, on a big stage.

In November that year, BETADINE went beyond normal communication channels and secured a 100% takeover of all advertising within Singapore’s newly built Terminal 4. Strategically we knew that Changi is one of Singapore’s crown jewels, beloved by its people.  This was dramatically reinforced when all 200,000 public viewing tickets to the pre-opening of Terminal 4 were booked within the first 2 hours.

With a mountain of publicity and so much interest centering around the grand opening, this was the perfect stage upon which to tell the story of the BETADINE / MCFC partnership… a story that inspires by showing that, while everybody falls now and again, it’s the act of getting back up again that makes all of us who we are. That’s what makes heroes.

 
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76 advertising ‘faces’ were used across 774 square meters... 230,400 digital ads. were shown per day, 22,579,200 over the entire campaign, reaching more than 8 Million people! In fact, the campaign set a Guinness World Record.

 

 
 

Sales hit their highest mark ever - a 43% increase compared to the previous year.

A competition on Social Media reached over 275,000 unique users in Singapore alone. Manchester City pushed the campaign out through the Club’s many comms. channels reaching their global fan base of over 30 million.

 
 
 
 
 

230,400 digital ads. screened per day

 
 

One billboard was over 56 meters long

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On average billboards within Changi range from 14 meters to 18 meters. Terminal 4 really has been set up to hold a lot of square footage of media space. 774 square meters in total.

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By using the space and environment appropriately, we were able to create a conversation that had meaning for our customers, whilst creating a strong brand message.

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Further reading on this campaign can be found here on Asia one website and on the Drum website