The purpose of the #benandrita campaign was to leverage social media support to build J.P. Morgan Asset Management’s (JPMAM) association with Sir Ben Ainslie whilst also introducing the JPMAM brand to a new audience. Into the Blue used Ben’s relationship with his boat ‘Rita’ as the key tool for the activation, with Ben’s own social media pages communicating the campaign messaging and calls to action.
An emblem and hashtag were created and used on fan incentive merchandise including socks, stickers and pin badges. An interactive physical ‘Rita’ display was created, where social fan interaction appeared on screens displayed around Ben’s spare Olympic Finn. Display locations included Liverpool Street and Canary Wharf underground stations.
The result was that the JPMAM brand became synonymous with Ben Ainslie’s successes, creating positive brand awareness and engagement with a mainstream audience in the run up to London 2012.