ALLY

#OWN THE SAVE 

ICC ACTIVATION + PARTNERSHIP

 

Agency: Grey NY

GCD: Amiee Fay

AD: Jessica Killian/Angela Kim

CW: Malissa Johnson/Priscilla Cutri

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Ally and soccer have something in common - Owning the Save. So partnering with the International Champions Cup was a no brainer.  In order to gain awareness of the tournament, we had a scavenger hunt in cities where games would be played. We placed Ally #Own the Save soccer balls in famous spots within each city and posted hints on social media. Lucky participants won game tickets, jerseys and giftcards. We didn't want to leave anyone out, so we also had a scavenger hunt online, hiding soccer balls on ally.com. Our website encouraged users to Own the Save, with savings tips related to soccer and the tournament. When arriving at games, fans found an opportunity to tell us what they were saving for and share with social media. 

 

We finished the program by going to Ally's hometowns of Charlotte and Detroit and surprising underprivleged kids after soccer practice with backpacks and new equipment. 

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