UNIQA Selfie Cam: Elevating Fan Experience at EHF Champions League Women Final4
The partnership between UNIQA Insurance Group and Seyu brought an elevated fan experience to the EHF Champions League Women Final4, held at MVM Dome in Budapest. As an official premium sponsor of the event, UNIQA provided handball enthusiasts with an opportunity to connect with their favourite teams and show their support through the jumbotrons and court side LED boards at women’s handball pinnacle event.
This year’s final at Budapest’s MVM Dome ended in the best possible way for the Norwegian team, Vipers Kristiansand. They won their third consecutive title by defeating the hosting nation’s FTC-Rail Cargo Hungaria in front of a world record attendance of 20,028 fans.
UNIQA Insurance Group: brand differentiation and an emotional bridge with target audience
As the official premium sponsor of the event, UNIQA Group, an Austrian-based international insurance group, recognises the special significance of participating in an international club competition for fans, players, and clubs alike. When UNIQA decided to partner with Seyu, they were fully aware that it would not only offer fans a great match day experience in the arena and in front of their remote screens, but also deliver numerous business benefits for the organisation.
The goals of the collaboration were (1) to provide handball lovers an euphoric experience in the arena and (2) remote fans across the world a channel via which they can support their teams. At the same time the objective of UNIQA was to not only (3) differentiate itself from other sponsors but (4) to build an emotional bridge with fans by providing an unforgettable experience and (5) increase the brand’s social media exposure thanks to the authentic fan photos. Also creating a lasting, direct communication link by (6) collecting user data in a GDPR compatible manner helped the company to maintain relationships with the fans they engaged with, even beyond the event.
Engaging a global audience in a meaningful campaign
UNIQA and Seyu embarked on a mission to satisfy the sense of belonging among fans in the arena and in their homes across the world. The campaign successfully engaged fans from 24 countries throughout the four matches held in Budapest, creating a vibrant and inclusive game day experience. Supporters from as far as Norway, Denmark, France, and Romania were part of this truly global celebration of top-class European handball. Among the engaged fans, the regions of the participating clubs, namely Hungary, Norway, and Denmark, dominated with 79%, while the remaining 21% represented fans from other parts of the world.
Seyu used cost effectively the existing social media communication platforms of the competition and clubs to deliver the value proposition of the selfie experience. In addition, in-venue invitations to participate featured the jumbotron between the commercial slots, where UNIQA branded selfies appeared also, integrated into the game day screen content. Interesting insights that, for example, the traffic to the photo posting platform that came via social media showed five times more popularity of Instagram than Facebook among fans.
Engaging 14.2% of in venue audience and delivering market intelligence data
Seyu’s activation managed to actively involve one out of every six people in the Final4 and provided unique insights to the UNIQA when it comes to market intelligence, delivered in the form of a report. Thanks to Seyu’s AI assisted analytics, used also in image moderation, staggering insights such as merchandise item popularity, trending craze amongst young spectators and audience demographics were unearthed. Fans involved in the brand activation during the Final4 wore handball merchandise in astonishing 73%, FTC-Rail Cargo jersey topping the list. A bit surprisingly only 47% of fans snapping selfies were below the age of 40, while rather the male (58%) supporter base of handball clubs were drawn to show their support to the ladies on the court.
Driving value through data-driven sponsorship: Seyu’s commitment to ROI and fan-engagement
Seyu prioritises the return on investment (ROI) in all its collaborations, whether between service providers and organisations or sponsoring brands and rights holders. With a focus on enhancing the foundation for future-proof, data-driven sponsorship vehicles, Seyu aims to deliver value to all stakeholders in the value chain.
By carefully formulating the user experience for fans, Seyu ensures a seamless and efficient journey as they post their photos through the real-time moderated channel. This approach not only benefits partners but also maximises sponsorship activation, generates traffic to key platforms, facilitates highly engaging and branded social media exposure through authentic user-generated content (UGC), and enables valuable data collection. Seyu brings all these business values to the table for its partners.
Enabling Personalized Fan Engagement and Future Sponsorship Negotiations
With Seyu’s GDPR-compliant data collection feature, a direct bridge was established between UNIQA and fans. This bridge allows the organisation to effortlessly connect with their audience in a personalised manner and deliver tailored value propositions in the future.
By adhering to global standards, the current lead acquisition cost of the activation was calculated to be approximately $138k in Cost per Lead (CPL), depending on the consumer industry. This significant value generated by Seyu’s activation holds great potential in shaping future sponsorship negotiations.
About ‘Seyu – Together for victory!’
‘Seyu – Together for victory!’ came to life as a result of an innovative idea of sports enthusiasts who wanted to surround themselves with professionals and work for the same goal in life – creating a lasting experience for all fans around the world. An experience through which they not only feel more connected to the sport itself but also connect with their fellow supporters.
The Dutch – Hungarian startup already proved its solution in 600+ sports events across 15 countries in 24 different sports, enabling 300.000+ fans to show their devotion in real-time from anywhere in the world. Seyu gives both remote and in-person supporters the chance to take selfies, add motivational messages and post them with custom-branded frames on various platforms, whether it’s an online live stream of an event, a giant screen of a stadium, or the social media page of a right holder.
