Both brands will activate Nissan’s sponsorship of the football competition at the UEFA Champions Festival at the Brandenburg Gate in June, and expect more than 100,000 fans to visit.
The agencies formed a partnership to enter the competitive pitch for the brief. Fuse is also responsible for the global management of Nissan’s UEFA Champions League and UEFA Super Cup sponsorship, while TRO has delivered experiences for the car brand since 2011.
Gareth Dunsmore, general manager of marketing communications for Nissan Europe, said: "Fuse and TRO came together to produce a really strong tender that will bring our ‘engineers of excitement’ platform to life at the UEFA Champions League Final. It’s the first year of our partnership but we aim to provide the fans with a great experience and add value to their weekend in Berlin."
Mark Bullingham, Fuse Sport & Entertainment managing director EMEA, said he believed the two Omnicom agencies were a natural fit for both eachother and the brief.
Michael Wyrley-Birch, chief operating officer TRO EMEA, added: "This is an exciting brand partnership for Nissan, and a first for TRO and Fuse, working together to showcase our strengths and complementary skills as agencies in our respective fields. We are delighted to bring our expertise as a brand experience agency to the partnership, and look forward to bringing an innovative, immersive experience to the fans in Berlin this June."
Comment below to let us know what you think.
For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine by subscribing here.