Title	ANTHONY JOSHUA VS VLADAMIR KLITSCHKO: BEATS MEDIA HOUSE
Brand	BEATS BY DR DRE
Product/Service	BEATS EARPHONES
Category	B12. Use of Social Platforms
Entrant	HAVAS MEDIA London, UNITED KINGDOM
Idea Creation	PMG WORLDWIDE Fort Worth, USA
Idea Creation 2	LAUNDRY SERVICE London, UNITED KINGDOM
Idea Creation 3	ANOMALY London, UNITED KINGDOM
Media Placement	HAVAS MEDIA London, UNITED KINGDOM
Media Placement 2	PMG WORLDWIDE Fort Worth, USA
Media Placement 3	LAUNDRY SERVICE London, UNITED KINGDOM
Production	HAVAS LONDON, UNITED KINGDOM
Production 2	LAUNDRY SERVICE London, UNITED KINGDOM
Production 3	ANOMALY London, UNITED KINGDOM

Name	Company	Position
Alex Groom	Cake	Creative Planner
Nick Wright	Havas Media Group	Group Head of Creative Media
Lizzy Pollott	Cake	Creative Director
Daren Benton	Havas Media Group	Head of Partnerships
Tony Matson	Havas Media Group	Managing Partner, Head of Strategy
Charlotte Steel	Havas Media Group	Managing Partner

The Campaign

Beats’ strong, long-term relationship with Sky Sports would be fundamental, not only allowing it to feed its product and brand into Sky’s boxing coverage but also giving it unprecedented access to Sky’s production teams, enabling Beats to shoot and use raw real-time footage in its content. The idea of a cross-agency studio was conceived, a hub staffed by brand and agency creatives and strategists that would create and distribute content across a suite of media and channels. Dubbed Beats Media House, it would generate both anticipated and reactive real-time Anthony Joshua content pre, during and post-fight. Meanwhile, fans would be asked via Facebook and Twitter to share their messages of support, with the best of these displayed on Wembley's perimeter boards; and Beats and Sky would build anticipation and reinforce their partnership with a co-branded Facebook stream from Joshua's locker room.

Creative Execution

Our exclusive three-minute film, ’London's Son’, took viewers on a journey around Joshua's neighbourhood, synergising the boxer's character and values with those of the Beats brand. As ‘fight night’ neared, the campaign team deployed its most powerful weapon. The soon-to-be champion received a call from Dr Dre himself, whose Skype chat was captured by the boxer, ending up as a Facebook post. The Beats founder also delivered a pair of 24K gold custom Pro headphones. The moment Joshua arrived at Wembley Stadium wearing his Beats was made into a reactive film; while an hour before the first bell, Beats broke content showing Joshua psyching himself up. The night's action was punctuated with reactive Instagram stories, and a Snapchat filter was run over Wembley Stadium throughout. After Joshua's final blow knocked out Klitschko, celebratory content was retargeted at Facebook users who had previously engaged with content with carousels carrying product messaging.

- 24.4m views and 890k engagements across all content - The Apple Music Partnership resulted in 17k clicks and 100k true engagements ('likes', shares and comments) - Beats brand mentions on Twitter soared on fight night with 1.5k mentions, more than any other sponsor or @skysportsboxing - The Facebook post of Joshua's Skype chat with Dr Dre went viral, gaining more than 2.5m views and extensive media coverage - The Sky partnership meant that Beats ‘owned’ the Fight week (Twitter Amplify pre-roll on all published Sky Sports Boxing content, all device display units - 100% SOV). Total dominance. - 'Back to Beats' gained 3.1m views and 4,000+ retweets - The film of Joshua's arrival at Wembley amassed 256k views, 4,000 true engagements in the first hour alone, while the footage of him psyching himself up gained 136k views - Sales up 18% WOW during fight week

Beats by Dre’s partnership with brand ambassador and British boxing star Anthony Joshua has paid dividends. While Joshua’s victory at Wembley Stadium against former champion Wladimir Klitschko sent his sporting career into the stratosphere, it also marked a triumph for the headphones manufacturer thanks to a highly sophisticated digital and social content strategy. Beats’ integration of its marketing across TV, outdoor, mobile, social and digital punched above its weight, driving 11m views and 690k engagements across all Joshua-themed ‘Be Heard’ social content.

Insights, Strategy and the Idea

Our content strategy was designed to make Beats part of the conversation around the Joshua vs Klitschko fight. Eschewing the standard content approach of a single branded video, Beats exploited the full spectrum of social content, spanning copy, visuals and sound. Beats' own content played a significant role being spliced into the broadcaster's programming, while we employed Beats’ owned channels, YouTube, Facebook and Instagram, to carry a plethora of content. This content would be augmented by paid media spots, including Motion@Waterloo's integration with Twitter's Instant Unlock Card, where boxing fans were encouraged to support Joshua using the #BeHeard campaign banner, rewarding them with exclusive content. Audio content played an important role. Firstly via a partnership with Apple Music that allowed people to share Joshua's famous ring-walk tracks. Bringing Joshua's story into a cohesive whole, Twitter Moments was used to gather all content posted by Joshua, Beats, Sky Sports and others.