Case Study: MUFG turns sumo sponsorship into a shared internal moment with OWB Creative

MUFG drives 450+ employee entries with OWB Creative

MUFG faced the challenge of making its sponsorship of the Grand Sumo Tournament's return to London more impactful than a simple logo placement. Their ambition was to deeply engage colleagues across the EMEA region with the cultural story of the sport and connect it to MUFG's own shared values. To address this, the vendor OWB Creative developed a multi-faceted campaign.

OWB Creative's solution was to create a loud and confident campaign, kicked off by a hero film and amplified by a personality-driven character named Zou Maru. A central employee competition offered colleagues a chance to experience the tournament firsthand. The campaign resulted in over 450 employees participating, significantly exceeding the original target and driving high engagement and visible buy-in from senior leadership, successfully turning the heritage sponsorship into a shared internal moment.

MUFG