A proposal for an Allianz Stadium marketing and brand strategy named 'Dare to Dream' has won a case competition at Oxford Said.
The winning students took home a cash prize and the opportunity to watch a rugby match at a London stadium.
The competition, part of the core marketing programme on the MBA, asked teams of students to analyze the Allianz global stadia sponsorship strategy, which spans Germany, Australia, France, Brazil, UK and Austria to consider whether it was a driver of brand value, and how digital and social media activities could enhance the stadium experience for fans.
The winning team: Zara Le Sueur, Teodora Zareva, Justine Gamez and Andrew Dale proposed two concepts: developing a digital platform to allow consumers to share experiences and aspirations, and the creation of a virtual reality version of the Allianz stadiums to bring the brand to a wider consumer base. ‘Our marketing strategy recognised the stadium as a unique medium, and our proposal brought the campaign alive in the stadium context,’ said Justine Gamez. ‘Although cost intensive, we argued that stadium sponsorships, when leveraged correctly, are a driver of value.’
Their strategy looked at a partnership with a virtual reality producer that could create a mixed reality experience away from the stadium. As well as being able to watch matches live, mixed reality would allow the viewer to see information about any player in a given sports match, and could also create an active two-way engagement with a growing fan base who are not able to attend the events live.
‘Through digital innovation, fans may ‘dream’ of which Allianz stadium to attend, which team they would want to see play, experience the game with family and friends around the world, and virtually visit every arena to watch favourite events,’ said Zara Le Sueur ‘Our digital platform would also encourage people to set goals in their lives, and to share their successes online. All professional goals, personal ambitions, community endeavours and adventurous aspirations would be rewarded. The thrill of the live stadium experience would appear in people’s homes across the world.’
The team dynamic and diversity of backgrounds in entrepreneurship, consultancy and marketing, contributed to their winning approach.
‘The assignment was an interesting, and difficult one from the start,’ said Andrew Dale. ‘Marketing is a topic that I have no formal background or experience in, but I was able to team up with three amazingly bright and creative women who provided great insights from their experiences. I learned a tremendous amount from them in a short period of time and gained a new respect for the amount of energy and effort that goes into preparing a strategy for a campaign’
All MBA students worked in teams on the project with the top-10 selected to pitch their analysis and recommendations to a panel of executives from Allianz. ‘This project and case competition was part of our initiative to bring real-world marketing challenges into the MBA classroom to give students a chance to grapple with up-to-the-minute issues facing some of the world's largest and most valuable corporations,’ said Andrew Stephen, L’Oréal Professor of Marketing at Oxford Saïd. ‘The students did a fantastic job of tackling this challenge in creative and marketing-savvy ways which impressed the judging team from Allianz.’