Company: Ally, Detroit, MI
Nomination Submitted by: MKTG Sports & Entertainment
Company Description: Ally is a leading digital financial services company headquartered in Detroit, MI. "Doing it Right" is the core of who we are. We make banking smarter and simpler while serving our communities.
Nomination Category: Marketing Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Entertainment & Sports
 Nomination Title: Ally: Watch the Game, Change the Game
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
May 4th, 2022.
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 200 words used.
“Less than 10% of sports media coverage is dedicated to women’s sports.”
For Ally, a leading digital financial services company competing against traditional banks with massive media and sponsorship budgets, this represents a pressing societal challenge and a salient business opportunity.
It’s been shown that a lack of media visibility creates a self-fulfilling feedback loop we refer to as the “vicious cycle”. Scarcity of broadcast coverage fuels a false narrative that women’s sports doesn’t have an audience. When fans can’t access games, it creates low viewership which begets low corporate investment. This in turn lessens female athletes’ earning potential and opportunities for success – on and off the field. Someone had to blink, and we decided it would be us.
We understand the impact awareness has on the bottom line, and as a company with strong female leadership, a burgeoning presence in women’s sports and a commitment to “doing it right”, we bring a unique perspective on gender equity’s role in shaping society.
So, what’s our business challenge? Grow the 10%.
It’s not only the right thing to do, it’s good for business. Investing in women’s sports provides a supercharged platform to grow Ally brand awareness, affinity, and engagement.
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 195 words used.
Big challenges, like helping close the systemic gender equity gap in sports media, require bold and innovative solutions. It also requires us to take an honest look in the mirror. Our recent partnerships with the National Women’s Soccer League (NWSL) and NWSL Player’s Association was a good start, but we knew we needed to do more to achieve meaningful, lasting change on a national scale. This insight spurred powerful conversations between Ally leadership and agency partners from across the marketing mix. It was during these discussions that three (3) key themes emerged:
1. “Deeds not words”
Ally needs to do something actionable – and it can’t be a one-time “stunt” for publicity. We need to make tangible commitments with clear benchmarks that provide accountability.
2. “We can’t do it alone”
This is a systemic issue. How can we mobilize our existing sponsorship and media partners, customers, brands, fans, and other stakeholders to join us in tackling this challenge?
3. “The time is now”
With the 50-year anniversary of Title IX in June, awareness and conversation around gender equity is at an all-time high. How can our brand best utilize this cultural moment to impact change?
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2021. Even if your initiative started before 2021, limit your response to activities and results since the beginning of 2021 only (up to 250 words):
Total 250 words used.
At the espnW Summit in May, Ally made a groundbreaking announcement, committing to equal spending across women’s and men’s sports media over the next five years. This was a specific, measurable, and actionable commitment, epitomizing the idea of “deeds over words”. On the 50th anniversary of Title IX, Ally turned this pledge into action by launching a national campaign called “Watch the Game, Change the Game,” a call-to-action promoting the idea that visibility = opportunity.
The campaign included a new TV spot debuting on Good Morning America, scaled across broadcast, digital and social media channels, along with the #WatchToChange hashtag and comprehensive influencer program.
In partnership with the NWSL and CBS Sports, Ally led the effort to move the NWSL Championship game to “Primetime” – for the first time in history. Our “Primetime-ification” efforts weren’t limited to broadcast. We partnered with Just Women’s Sports to create a live pre-game show, distributed 5,000+ “Watch to Change” scarves, promoted our social CTA via influencers, and expanded our “Player Allies” program, covering travel costs for player family members to attend the Championship game.
We’re already seeing tremendous results. The NWSL Championship was the most watched game in league history (nearly 1M viewers, +71% YOY), setting a precedent for future championships. Our “Primetime-ification” and 50/50 pledge announcements generated ~65M PR impressions and $7.5M+ in earned media coverage alone.
We’ve seen a 13-27% lift across key brand preference and likeability metrics. And Ally brand awareness has hit an all-time high amongst women.
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 22 words used.
YouTube video link to our sizzle video is NOT public, so please do not distribute outside of the judging circle. Thank you!
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