Hisense Backs UEFA Euro 2016 Deal with Quest for Glory

Led by a three-minute video, the Hisense short supports the sports sponsorship move as well as the brand’s #FeelEverything campaign.

Consumer technology group, Hisense, has unveiled a film short in conjunction with its role as headline sponsor for the UEFA Euro 2016. Dubbed Quest for Glory, the three-minute animated video shines the spotlight directly on the games’ official mascots—Harley and Beta.

The story introduces 10-year-old Harley who meets his sidekick while trying to sharpen his football skills. With the tournament only weeks away, Beta steps in to help shape up the boy’s game. He does so by giving him a Hisense television, fridge, and washing machine to practise against.

Adding whimsical flair, the robot transforms the kid’s toy dinosaur—Woody—into a protective hooded jumper to keep the youngster safe during his European adventure. When he makes it to the finals ready to play ball, his dreams are realised when they become a reality.

The aforementioned execution is the first of two content roll-outs commissioned by the brand, which supports the sponsorship of said tournament and the company’s #FeelEverything campaign. The commercial to follow will focus on the fans and their central relationship to the game.

As part of the advertising push, the marque is offering its followers the opportunity to win complimentary tickets to the UEFA Euro 2016 games taking place in France via a user-generated content competition. The consumer contest is set to run across the brand’s Football social media channels.

The online extension covers Twitter, Facebook, and a dedicated microsite. Giveaways are expected to include passes to key group games, the semi-finals, and finals, alongside product wins. The website provides access to the overall programme as well as hosts the best entries from users.

Said digital components are to entail embedded posts which reflect how fans are preparing for the tournament. The updates will be in the form of images and videos posted to Instagram, Twitter, and Facebook using the hashtag #HisenseQuest throughout the championship season.

“Through our efforts to promote the brand in Europe and worldwide, we are leveraging this platform to separate our products from the competition. With the campaign, we aim to capitalise on the fan connection to football and raise brand awareness,” said Andre Iannuzzi, UEFA Euro Project Lead at Hisense.