Google Cloud

In the run-up to the European Football Championships in 2021, Google Cloud came to us with the challenge to help maximise their partnership with The English FA  and raise their profile above the competition in the cloud service provider market. We needed to set Google apart from a competitive field of cloud service providers, all aiming at the same Chief Information Officer audience. So we spoke to CIOs as football fans first. Showing, through our partnership with The FA, that Google Cloud are a crucial part of any elite team.

We created content, before, during and after the tournament, looking to raise ourselves above all the tournament noise by being ‘on the inside’ – not simply a sponsor of England, but a crucial part of the team.

We launched a film ‘The Bench’ on typical professional channels like LinkedIn placing Google Cloud firmly within the England set-up. Curious viewers followed the invitation to ‘Harness the Power of Your Team’. Taken to a web-page where they could learn more about the role Google Cloud plays for England. Here they were greeted with a player film: Declan Rice, Kieran Trippier and Jadon Sancho talking about the team mentality, and how data prepares the players to be at their very best. As well as social content throughout the tournament, we signed off with a press ad congratulating the England team on their performance and some of the data that bought it to life.

Our content and activity around the FA, England team and Euros generated CIO leads for the UK Google Cloud team and ensured Google Cloud maximised one of their key partner relationship