With the World Cup fast approaching digital marketing agency swamp has launched a brand new web site to support Umbro’s ‘One Love’ campaign.

The web site, at umbro.com, will deliver Umbro’s positioning as a brand that is 100% dedicated to football from grass roots involvement to sponsorship of international teams.

Visitors can check out the brand new England away kit worn by key members of the England team as well as listen to the players’ own opinions of the new kit.

The web site uses the latest technology to give a true broadband experience and a great example of this is how the site showcases Umbro’s latest range of Evolution X products. Visitors can view dynamic moving images of international football superstars training in the new Umbro range. The moving action and close-up videos include players such as Michael Owen, Deco and John Terry.

Visitors are introduced to the new site with the specially commissioned ‘One Love’ streaming video and soundtrack. The unusual ground-level camera work follows a football being kicked around the world by street football players in countries such as South Africa, Russia and Brazil.

This high-resolution, ‘widescreen’ video display really reinforces the wow factor for the new site, and demonstrates Umbro’s confidence in using cutting-edge technology in its marketing.

Umbro.com is aimed at a primary target audience of 16-18 year old players and fans whom are sure to enjoy the engaging and addictive online football game that swamp has created for the site. This features comic book style representations of Michael Owen and John Terry, and to play the game visitors must use their keyboard to kick, volley and head the ball in time to the music.

Activity running up to the summer’s World Cup will include a photographic book documenting the universal appeal of football globally. An online project called the Big Picture gives the fans a chance to participate by uploading their own football related photographs which are then turned into a giant photo-mosaic that makes up one of the Umbro ‘One Love’ images from the book. Serving as a mini-blog, visitors can also enter their names and comments on the site creating a unique online community of fans.

The new site features specially commissioned music with soundtracks that change tempo and mood depending on the section visited. Music produced by swamp is used across the TV ad, website and online games which gives cohesion to the overall brand experience.

Other site features include a section all about Umbro sponsored teams and a download area with screen wallpapers, Buddy Icons and free official Umbro England mobile wallpapers. Competitions will feature throughout the year, the first of which allows visitors the chance to win a signed England shirt, Umbro products and England World Cup tickets.

Paul Mallett, Managing Director of swamp commented,

“Creating a new site for a forward-thinking brand such as Umbro is a genuine pleasure. We feel that we have raised the bar here as early feedback tells us that there is a tremendous buzz about the new umbro.com site amongst the target audience”.

Sara Bagley, Global Marketing Services Director at Umbro said:

"swamp has created an online experience that captures perfectly the essence of the ‘One Love’ theme. The way our new products can be viewed in live action video is not something we have seen before and certainly sets us apart from the competition”.

The new Umbro.com site is truly global with versions in the world’s most widely spoken languages - English, Spanish and Chinese.

swamp has worked with Umbro since 2002.


Please contact us for more info, web site screenshots, interview requests, or staff images.

About swamp
swamp is a multi-award winning digital marketing agency. It delivers strategic consultancy, web development and online marketing to clients in many sectors. swamp currently works with clients including Heinz, GlaxoSmithKline, Hallmark Cards, Best Western Hotels and Umbro.

swamp was the winner of The Grocer magazine’s GRAMIA award for Best Digital Agency 2006.

s w a m p www.swamp.co.uk

Further information can be obtained from:

Al Fox
PR for s w a m p
01904 623318
07946 785549
al at alfox.co.uk

Published on: 12:00AM on 17th March 2006