Throwback Thursday – Most Effective Sponsorship Activation
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We take a look back at how a sponsorship activation can be mutually beneficial for all parties involved and result in agencies winning an FMBE trophy.
Leith Links – Irn Bru 2015 (Commonwealth Games 2014) – Gold
Irn Bru enjoyed second tier sponsorship of the 2014 Commonwealth Games hosted in Glasgow. Irn Bru enlisted Leith Links for a sponsorship takeover activation that brought the brand closer to sports fans and made the orange drink synonymous with the 2014 games.
The series of integrated events boasted impressive results and far surpassed expectations.
The rate of spontaneous recall at 22% was 3.5 times the score of the tier one sponsors. The fully branded Bru Store and Bru House saw footfall smash targets (by over 25 per cent) as well as taking on the role of the hub for broadcasters, VIP’s, medal winners and press events, ensuring vast amounts of press coverage.
Amplify – Lavazza Coffee 2016 (Wimbledon 2015) – Gold
Amplify connected Lavazza with tennis fans queueing at Wimbledon by using The Ripple Maker, an innovative machine that transformed caffiene fiend’s selfies into drinkable beverages.
The activation saw celebrity servers engaging with fans, plenty of press coverage and over 10,00 lavazza coffees enjoyed by tennis enthusiasts.
Pretty good results for a simple coffee sampling activation.
Hope&Glory – HTC Vive – (The Royal Academy) – Gold
Hope & Glory created a world first in digital art for client HTC Vive.
Hope & Glory were challenged with connecting the brand to less techy audience while embedding them in culture. HTC partnered with The Royal Academy to create the world’s first virtual reality art installation. The exhibition was created in VR to be experienced in VR with the pieces also printed in 3D to be experienced in real life. The sell-out event generated over 140 pieces of media coverage (85 per cent non-technology publications) and as a bonus, also sold 70 HTC Vive Headsets.
Banana Kick – Satsuma Loans (Sunderland AFC) 2017 – Silver
This silver winner deserves a mention for the way in which they produced promotion in face of adversity. Satsuma Loans enlisted Banana Kick to implement brand activations and continue supporting Sunderland AFC ahead of the 2016/17 season, even though the team was dropping down the league. Banana Kick generated awareness locally and nationally as an official partner. Activations for the team at home games implemented high levels of branded content, with impressive share rates, and was mutually beneficial for team, client and agency.
Sparkle Productions – Dave – 2014 – Gold
This campaign showed – this campaign showed precisely how a comedy project and a sponsor have been able to thrive together by embracing the fan base and making events happen. The incredible results speak for themselves, the sponsorship is held to account by Dave with a stated ROI of £5.62 per £1 invested. The sponsorship at festivals offered opportunities for comedians at over 640 events, a success ensuring the return of the campaign the following year. As an added bonus, awareness back to Dave doubled compared to two years previously.
