USING MUSIC TO HELP NPOWER ENGAGE WITH A BROADER AUDIENCE
npower wanted to utilise their Team England sponsorship to drive positive sentiment amongst family audiences ahead of the Commonwealth Games. Inspired by the sporting truism that vocal support can improve performance, we created a campaign that built cultural resonance for the athletes beyond the back pages and created a meaningful role for npower in sport.
Taking an existing but underutilised asset, we contemporised the official Team England anthem – Jerusalem – to create a stand-out sonic identity for the athletes. Having only been used for medal ceremonies, we worked with musician and producer, Tokio Myers and Team England medallist and star of The Voice UK, Jazmin Sawyers to modernise the iconic hymn and create a track that fans would recognise and support. Recorded live at Abbey Road studios in London, Jerusalem was released via Spotify and iTunes and promoted across radio, VOD and ATL advertising. The track formed part of our wider #PowerofSupport campaign which we delivered throughout the Games in Australia, culminating in a live performance when the athletes returned home.
As the single largest source of positive sentiment for the business during H1, the campaign generated 71% of all positive news coverage during the period, delivering a 25% increase in brand preference and an ROI of £1.55: 1.