The partnership of Etihad Airways with Girona FC presented us the opportunity to introduce Etihad as an approachable brand to Girona fans, supporting the team in the most important moment of its history.
With this goal in mind, and “Together Towards New Heights” as a concept, we developed experiences for an epic opening to the partnership, and thus Girona’s historic season. But to do so, we needed to make sure to connect directly to fans, speaking their language and becoming part of their pack.
In the city, we helped Etihad raise awareness of the partnership with a statement piece that conveyed the partnership message. A mirror structure reflected the fans image with the sky as a backdrop as a way to make them feel the heights of Etihad Airways and Girona FC can reach together.
In the stadium the fans were the protagonists, taking part in an iconic mosaic inspired on the colors of the club and tifo that lifted the excitement for the partnership. All to encourage the team in one of the most important games of the season, against FC Barcelona. Every single fan in the stadium became part of the activation, bringing the club towards new heights together with Etihad.
The results were also upon new heights. Almost 14.000 fans took part in the stadium activation, and over 6,2 million fans watched the opening activation on TV and platforms.
