UEFA Champions League Final 2016 integrated campaign by UniCredit Media Key Award 2016

Agenda

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UniCredit and UEFA: a positively growing bond, since 2009 UCL Final 2016: communication campaign

UCL Final 2016: UniCredit assets activation

UCL Final 2016: Facts&Figures

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UniCredit and UEFA: a positively growing bond, since 2009

Season 2010/11 Season 2011/12 Season 2009/10

Brand Awareness and Image

Season 2012/13 Season 2013/14 Season 2014/15 Season 2015/16 Season 2016/17 Season 2017/18

Drive Sales

Propensity to Buy

•  7 years as UEFA Champions League official sponsor and official bank contributed to establishing the UniCredit brand in the competitive European financial market

•  The sponsorship represented a valuable asset to build awareness across Europe, sustain image and reputation of the leading institution, engage with consumers and grow business

•  The UEFA Champions League ("UCL") Final match activation is one of the powerful rights that UniCredit owns the opportunity to activate as Official Sponsor

Sponsorship Objectives Sponsorship rights package

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•  For UniCredit, the UCL Final 2016 in Milan represented a can't miss chance to leverage the UCL season peak in its hometown.

•  The communication strategy started from 2 key premises that put together the powerful opportunities behind the UCL parnership and the company business needs, supported by the most relevant marketing platform of the Group:

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UCL Final 2016: communication campaign concept development

Corporate committment: -  Being close to people real-life and

passions -  Giving value to the community/

territory

Commercial focus: -  Boos t t h e n e w pos i t i on i ng as

innovative bank, raising awareness on the APP and its main features

-  Promotion of the download, installationa and usage of the APP

-  Acquisition

-  Sponsorship/Event awareness -  Social buzz on UC owned channels -  Enhance UniCredi t image as

innovative bank -  Lead generation

Objective Objective

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Campaign concept: APPassionati

ENG: APP-passionate (or "get passionate for")

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UCL Final 2016: communication campaign concept development

Rational: The concept "APPassionati" brings together the well known Italian passion for football and the propensity and affinity with the mobile usage.

- Energy and Passion UEFA Champions League - Innovation APP Mobile Banking di UniCredit.

"APPassionati" is an easy, memorable, empathic concept, with a strong local soul and reference to the product UniCredit aims to boost on the Road to Milano: the Mobile APP

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UCL Final 2016: communication campaign - Timeline

Corporate activation User generated content campaign

"Gli appassionati fanno goal ovunque"

Event UniCredit assets activation Commercial activation

Ticket campaign Download the new UniCredit APP, use it, and get the chance to be awarded with UCL Final match tickets.

Online contest engaging football fans inviting to record the video scoring their most unbelievable goals and uploading them on a dedicated landing page.

UniCredit activated a variety of amb ien t and unconven t iona l initiatives to actively engage fans.

March May April June

The Sound of Final

360° FanCam

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-  Territorial marketing -  Events and promotions in-branch -  ATM activation -  UC website activation -  Social Media

UCL Final 2016: communication campaign deployment

Airing: 28.3.16 – 25.4.16

COMMERCIAL ACTIVATION 1 2 3 4

Prize: front row pass UCL Official Matchcoin Handover

Fan Match on MD+1 Meet&Greet with Ambassadors -  Dejan Stankovic -  Emerson Ferreira

de Rosa UCL Final Confetti

OBJ: Maximize appeal on Social Media and keep the social engagement high

Prize concept – instant win

Week 1 Week 2 Week 3 Week 4

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UCL Final 2016: communication campaign deployment

Airing: 18.4.16 – 29.5.16

CORPORATE ACTIVATION 1 2 3 4

•  Multiple-subject video and visual campaign, with 6 main short stories capturing unconventional and amusing goal situations in everyday life context. In 3 of the short movies, a freestyle has been featured to stress the rythm and the creative engagement and to emphasize the football spirit.

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UCL Final 2016: communication campaign deployment Communication assets

Just after the training

Library – feat. "Autogol" (sm influencers) On the way to the office

At the bar At the gym

Breakfast

CORPORATE ACTIVATION 1 2 3 4

• Newsletter: UniCredit made 3 NL send outs UniCredit activities

• UEFA published 1 post on UEFA Champions League official FB page UEFA

• Autogol Twitter Channel: 3 tweets with link to UC campaign webpage, CTA, video post • Autogol Instagram channel: 1 post with Backstage video + link to UC campaign webpage

Influencers strategy

• The initaitive was supported by the following paid activities: • Facebook 11,8% • Twitter 4,6% • Banner&Digital 83,6%

ADV

• 18/4/16 – 25/9/16 ITALY Campaign lenght and geography

• Facebook: UniCredit Champions published on the Italian official page a total of 10 posts

• Twitter: UniCredit published on the Italian official account 5 posts

https://www.unicreditgroup.eu/it/uefa/uefa-champions-league/appassionati-spot.html

Responsive site

UCL Final 2016: communication campaign "Appassionati" Media plan overview

CORPORATE ACTIVATION 1 2 3 4

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UCL Final 2016: communication campaign Influencer strategy – partnership with Autogol

To leverage the viral and engagement potential of the "Appassionati" campaign content, a partnership with a valuable group of social media influencer, the "Autogol", has been put in place.

Autogol Social Media channels figures •  Facebook : 1.046.000 fans (weekly organic reach

6.000.000 - 8.000.000) •  Youtube: 360.000 subscribed users •  Youtube Autogol Extra : 139.000 subscribed users •  Instagram : 267.000 followers •  Twitter : 38.200 followers

CORPORATE ACTIVATION 1 2 3 4

•  During the UCL Final week one of the focuses of UniCredit social activation has been the most iconic contemporary city spot: Gae Aulenti square, that hosts the UniCredit headquarter and its well recognizable landmark, the Towers.

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UCL Final 2016: UniCredit assets activation Event week

Social strategy in cooperation with Twitter Italia to cover and boost UniCredit activations in town

EVENT PHASE 1 2 3 4

•  During the Final week, a giant projection was deployed on the UniCredit façade, during night time, broadcasting various UCL and sponsorship related contents. Among those, the passionate supporters were able to spread their most iconic football selfie through the "Tower Selfie", a Twitter activation giving the fans the chance to have their picture projected on the Tower, hashtagging #Appassionati and their Final prediction.

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UCL Final 2016: UniCredit assets activation A Tower selfie for #Appassionati

EVENT PHASE 1 2 3 4

•  To increase the UCL Final fever getting close to the match, a Twitter poll was launched among the football passionate Twitter audience, asking for their predictions on the Final game hashtagging #appassionati, #aupatleti, #halamadrid, #nuncadejesdecreer and #aporlaundecima. The spire on top of the UniCredit building enlightened every night with the colours of the battle winning team.

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UCL Final 2016: UniCredit assets activation Twitter poll

•  In 4 Twitter battle activation days, Atletico Madrid "won" 3 times while Real Madrid colors appeared just once.

EVENT PHASE 1 2 3 4

•  The combination of the true football passion with the most modern building in Milan, brought to life the Tower Match! UniCredit set up a 2vs2 pitch on the 152mt high rooftop of the headquarter, triggering a real competition among passionates to get a chance to play the most exciting match ever. A microsite was developped to allow the aspirants to register the week before the activation, expressing their preferred date and hour, invited then to wait until the registration closing to find out who actually were the lucky players.

•  The activity contributed significantly to the social media buzz around the Final match, pushing also on the

hashtag #towermatch.

UCL Final 2016: UniCredit assets activation #Towermatch

EVENT PHASE 1 2 3 4

•  To let an even wider audience enjoying the most exciting football match of the year, UniCredit shared the sound of the salient moments of the game on its Twitter official channel, thanks to a valuable agreement with the UEFA Champions League official broadcaster. All the explosions and the most powerful audience reactions to the match were turned into a totally new kind of highlights: the audio clips.

•  Tweet audio clips were sharable by the Followers using TW Audio Card format (a TW ADV format recommended by Twitter ) completed by simple texts build using hashtag.

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UCL Final 2016: event day #TheSoundOfFinal

EVENT DAY 1 2 3 4

•  In 2016, UniCredit replicated the virtuous tool launched in 2015 that has proven to be very effective for the fan engagement purpose: the FanCam, a high definition picture of the full San Siro stadium, where everyone who attended the game has been able to tag himself to state "I was there", sharing the picture post on social media. A tool able to leverage the potential virality of the Final match related contents.

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UCL Final 2016: post event 360° #UniCreditFanCam

POST EVENT 1 2 3 4

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UCL Final 2016: Facts&Figures

+6.400

Social Media Mentions

51.039.869

Potential reach TW

8.500

Participants

+1,2 million

Video views

+142.000

visits on owned web platforms

Visits

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1.236 user generated

videos

Uploaded videos

Appassionati, Towermatch, FanCam

Appassionati, Towermatch, FanCam

Appassionati, Towermatch,

Appassionati

+41.000 during campaign

airing period

Activated APPs

Source: BitBang – UCL Final 2016 campaign report

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UCL Final 2016: Facts&Figures Media Echo

Media results

• n°1 most visible sponsor in Italy Visibility

• 40% SOV among UEFA Champions League sponsors Share of voice

• 1 million readers potentially reached Reach

*source “Prime Research – FAZ Institut”

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