For decades, Fracht Group has maintained a relatively low public profile, with a sterling reputation among customers and competitors, and a track record of efficiency and integrity within the world of global freight. But when they became a main sponsor of the Inter Miami CF MLS franchise — just as Lionel Messi joined the side — they needed to prepare for a surge in visibility.
With the Fracht Group logo about to adorn the jersey sleeve of the world’s best, most popular, and most recognizable soccer player, we knew the curiosity would come: “What’s Fracht Group?” The world would need an answer. And the game clock was ticking.
First, we refreshed Fracht’s core identity, streamlining its logo, graphic standards, and color palette across 70+ countries and multiple sites for consistency. Within a week, we launched a temporary microsite focused on the Inter Miami CF sponsorship, timed with Lionel Messi’s debut. Meanwhile, we began developing a new corporate website, along with collateral and brand videos, to launch in time for the MLS playoffs.
Once the new website was live and the updated logo was established, we turned to creating a partnership video. Inter Miami, now featuring iconic players like Messi, Luis Suarez, and Sergio Busquets, was drawing record-breaking viewership in stadiums and streams. This presented Fracht Group with a unique opportunity to reach global fútbol fans. The video needed to be shareable in the stadium, on AppleTV streams, and across social channels to introduce Fracht to this expansive audience.
The Adcetera Motion Team stepped in with a bold vision: filming inside Inter Miami CF’s stadium with four of the club’s players, an expert drone pilot, and multiple levels of approvals, including from the club, the players’ agents, groundskeepers, and even the FAA due to the nearby airport. Our team, experienced in sports media, skillfully navigated MLS protocols and stadium logistics. The result? A captivating 30-second spot showcasing Fracht’s expertise in freight and logistics alongside the high-energy performance of elite soccer stars.
When we learned of the Inter Miami CF sponsorship investment, we were already at work on a new Fracht Group website. When Fracht’s Inter Miami CF sponsorship landed Messi, the stakes and timeline changed instantly. Adcetera was ready. We mobilized additional creative resources, established a dedicated PMO to coordinate across Fracht and Inter Miami CF, and enabled rapid stakeholder feedback and campaign iteration. Through agile teamwork and precise delivery, we met the challenge head-on.
Adcetera has been an exceptional creative partner for Fracht Group, providing outstanding support for our Inter Miami commercial and beyond. Our account, strategy, and creative teams understand our brand and business needs inside and out, ensuring every project is perfectly aligned with our vision. Their professionalism, creativity, and attention to detail make Adcetera an invaluable resource.
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