USING MUSIC TO HELP NPOWER ENGAGE WITH A BROADER AUDIENCE
npower wanted to use its brand promise of empowering families to galvanise Team England support and drive positive sentiment amongst its target audience ahead of the Commonwealth Games. Inspired by the sporting truism that vocal support can improve performance, we created a campaign for Team England that would build cultural resonance for the athletes beyond the back pages and create 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 that fans would recognise and support. Having only been used for medal ceremonies, we worked with of the moment musician and producer, Tokio Myers and Team England medallist and star of The Voice UK, Jazmin Sawyers to modernise the iconic hymn and reimagine the sound for an audience today. 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 a wider #PowerofSupport campaign that we delivered throughout the Games in Australia, culminating in a homecoming live performance when the athletes returned to home soil.
With a 25% increase in brand preference, and as the single largest source of positive sentiment for the business in H1, the campaign generated 71% of all positive news coverage during the period, delivering a ROI of £1.55: 1.