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Kraken Digital Exchange x UK Footbll Takeover
Kraken Digital Exchange x UK Footbll Takeover
Digging deeper into UK football culture through high impact media targeting match day fans.
CHALLENGE
Kraken, a leading cryptocurrency exchange, sought to enhance its sports marketing strategy and engage with a wider football fan base, particularly after its recent investment in Tottenham Hotspur. To achieve this, they aimed to leverage a high-impact digital out-of-home (DOOH) campaign that would reach a significant audience and drive brand awareness.
SOLUTION
Kraken partnered with Capital Block to develop and execute a strategic DOOH campaign. Capital Block's expertise in media planning, buying, and execution was instrumental in identifying the most effective screens and locations to reach the target audience of football fans.
The campaign, which ran from October 28th to November 30th, 2024, involved 313 digital 48-sheet screens near 65 football clubs across the UK. By leveraging Capital Block's strong relationships with media owners, Kraken secured premium advertising space and ensured maximum visibility.
At the time of writing this, the campaign significantly exceeded expectations, delivering 187% more plays than initially projected. This resulted in a substantial increase in brand impressions and a wider reach among football fans. Additionally, the total number of impacts surpassed the target by 49.67%, demonstrating the campaign's effectiveness in capturing audience attention.
To further optimize the campaign, Capital Block strategically allocated additional plays to match days, ensuring maximum impact during peak viewing times. Notably, these additional plays were delivered at no extra cost to Kraken, enhancing the campaign's ROI.
Through this successful collaboration, Kraken was able to effectively engage with its target audience, boost brand awareness, and strengthen its position in the competitive cryptocurrency market.
Digging deeper into UK football culture through high impact media targeting match day fans.
CHALLENGE
Kraken, a leading cryptocurrency exchange, sought to enhance its sports marketing strategy and engage with a wider football fan base, particularly after its recent investment in Tottenham Hotspur. To achieve this, they aimed to leverage a high-impact digital out-of-home (DOOH) campaign that would reach a significant audience and drive brand awareness.
SOLUTION
Kraken partnered with Capital Block to develop and execute a strategic DOOH campaign. Capital Block's expertise in media planning, buying, and execution was instrumental in identifying the most effective screens and locations to reach the target audience of football fans.
The campaign, which ran from October 28th to November 30th, 2024, involved 313 digital 48-sheet screens near 65 football clubs across the UK. By leveraging Capital Block's strong relationships with media owners, Kraken secured premium advertising space and ensured maximum visibility.
At the time of writing this, the campaign significantly exceeded expectations, delivering 187% more plays than initially projected. This resulted in a substantial increase in brand impressions and a wider reach among football fans. Additionally, the total number of impacts surpassed the target by 49.67%, demonstrating the campaign's effectiveness in capturing audience attention.
To further optimize the campaign, Capital Block strategically allocated additional plays to match days, ensuring maximum impact during peak viewing times. Notably, these additional plays were delivered at no extra cost to Kraken, enhancing the campaign's ROI.
Through this successful collaboration, Kraken was able to effectively engage with its target audience, boost brand awareness, and strengthen its position in the competitive cryptocurrency market.
