Communication campaigns have often associated luxury brands with high-level sports. The podcast brings an intimacy and a certain authenticity to this enduring tradition.
There are many points in common between luxury brands and top-level sports : the two worlds inspire dreams and share common values such as excellence, surpassing oneself or authenticity, for example.
The podcast creates a common voice and discourse between these two worlds to showcase their similarities and to make them more accessible to the general public.
Even if high-level sport or luxury items remain closed worlds, their celebrity and their values are universal and affect a great number of people. It is in this context that audio comes in, to open the door a little and to tune into these worlds that sometimes seem inaccessible to us.
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On the occasion of UEFA EURO 2020, the Swiss House of top horology, the official watch of the competition, wanted to launch its very first series of podcasts to celebrate football and sport in general.
The challenge : to propose an international campaign in a context where mobility is constrained, in order to bring together for listeners, the voices of legendary sportsmen who share the values common to sport and to the house of Hublot.
This campaign allows the brand to capitalise on its very strong partnership with the competition and the brand’s partners.
The creation of the podcast “The Hublot Fusion”.
Exclusive conversations led by sports journalist Anne-Laure Bonnet with legendary footballers around 12 common values (solidarity, union, love, commitment, sharing…).
We find Kylian Mbappé, José Mourinho, Ada Hegerberg, Pélé, as well as other exceptional surprise guests like the sprinter Usain Bolt and the designer Samuel Ross.
12 episodes. 12 values. 12 athletes. 12 minutes per episode. 12 dials on the watch. Hublot thus offers exclusive content which illustrates its quality as a partner of EURO 2020 to supporters around the world.
With an international vision, the podcasts are broadcast in more than 170 countries and all the episodes are available in English, Chinese, with some in their original language (French or Portuguese).
Calliopé has also created extracts of episodes that will be offered in NFT by Hublot, a first for the podcast.