Energy for Swim
by International Swimming Club Energy Standard
Provided solutions:
In 2017 Energy Standard Group organized with the support of the Italian Swimming Federation (FIN) world’s first swimming event by night ENERGY FOR SWIM, a unique charity event in which world champions of swimming support children in need. On 8 and 9 August, four different teams competed in the famous Stadio del Nuoto in Rome, each one of them supporting a charitable organization aimed at children. Italy swam for Save the Children, Australia for Cure Brain Cancer, the USA for Make a Splash and Energy Standard Group for Tabletochki. During the 2 day event not only the athletes supported charity. Also, the spectators contributed because the yield of the ticket sales was also donated to charity. The event was broadcasted in more than 300 countries, on Fox Sports and SKY SPORT24.
EFS successfully combined sport, show, and charity in one amazing event.
facebook.com/EnergyForSwimOfficial
Creating a brand, establishing visibility and increasing awareness.
Symbio teamed up with Sport & Ideas – Sports Marketing and Events Management to create and develop the branding and communication for the unique charity event ENERGY FOR SWIM.
In order to do so, three key elements had to be taken into account: First of all the brand and visibility of the founder and organizer of the event Energy Standard Group. Secondly, the sportive character of the event and thirdly its charity purpose.
The strategy.
BRANDING
We developed logo proposals based on the logo of ENERGY STANDARD GROUP, the event title ENERGY FOR SWIM, and the claim CHAMPIONS FOR CHARITY. A perfect mix of sport and solidarity was created in which the founder’s and organizer’s logo was perfectly incorporated through the “visualization” of water by designing a rippled water reflection.
Then, we created the visual identity which included a corporate kit, PR and press material, event totems, passes, and online material such as banners. The graphical elements for the TV broadcastings were also developed by us.
COMMUNICATION & ADVERTISING
We created the imagery around four different visuals, in order to cover various channels, from the press to the web, social networks, and TV. The ad campaigns were published in Italy’s three main newspapers (on/offline); GAZZETTA DELLO SPORT (3 times) I TUTTOSPORT I CORRIERE DELLO SPORT. The international TV coverage reached more than 70 countries through live, replay, and highlights on 8 TV channels including Fox Sports, SportKlub, FloSports, ElevenSports, and Sport1. The graphic design of digital ads was used for interactive campaigns on social networks, creating 2 conversion funnels for brand awareness (1,297,938 reaches on Facebook) and sales conversion (69% of its capacity per day).
Areas of focus.
Brand Identity
The results.
3 months after the launch of the new digital tools, major metrics were improved:
Press Releases
70 countries reached by TV features/coverage
Web Coverage
51 websites shared content and assets, and 106 web articles released the event
Facebook Reaches
Facebook activity reached 1,297,938 people and get 2,210 followers
Press Conferences
2 press conferences in Rome at the CONI building and at the Campidoglio
Replay TV
Broadcast on Replay TV was accessible for the audience of 52 countries.
Live Broadcast
18 countries covered the event in live TV broadcast or live web streaming
Eurovision TV
56 countries TV covered the event with Eurovision's 3'/ day highlights
Communication Channel
campaigns and PR on TV, web, social networks, and press
As international swimming club Energy Standard, would you like to know what we can do for you and your business?