Meet the Stars League

Bakcell, the first Azerbaijani mobile operator, seeking to upgrade its image to a more premium positioning, signed a 3-year partnership contract with one of the world’s most popular football clubs — Manchester United. The development of communication idea and launch organization was assigned to McCann Baku. The idea was based on the merger of 2 stars — the star of Bakcell logo and a football star, Manchester United — creating the Stars League.

The communication was divided into teaser and reveal stage. Teaser communication aimed at raising awareness and creating a strong wave of buzz around the date of signing the partnership contract — 15.10.12. The reveal stage started with the main TVC launch, which showed Manchester United players as employees of Bakcell customer care department, thus, letting people know that Bakcell gives the best solution and service to its subscribers.

Another important element of the reveal stage was the Hall of Stars — a unique entertainment place, specially created for public. It featured exhibits from Manchester United museum, games, photoshooting area and other entertaining activities.

The launch of the partnership was done via fully integrated marketing communications campaign that included TVC, heavy OOH, branding of all sales points, non-standard interactive activities, BTL, digital, PR etc. The results of the campaign were astounding. Awareness of the campaign, the buzz around it were soaring and overall impression was very positive.