FMBE Awards 2023: Most Effective Sponsorship Activation
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Frank Wainwright, FMBE Awards, collected the award on behalf of Multiply and Loch Lomond Whisky, who could not attend
GOLD Multiply – Loch Lomond Whisky
The winner stood out in this category for delivering the clearest sponsorship strategy. The objectives for Loch Lomond setting out as an Open Golf sponsor had a very obvious connection to both the brand and its awareness and sales ambitions.
From the creation of at home kits through to hospitality activity at The Open at St Andrews, Multiply was engaged for all notable touchpoints, including on pack and instore.
Open Golf sponsorship is a major investment for Loch Lomond and is a key part of the brand’s growth strategy. That allowed this team to be a part of a major success story.
One judge noted: “Clever POS activation that combined the sponsorship with the product will have driven a commercial return and, no doubt, helped them secure the prime supermarket real estate that drove £1.5m revenue.”
The entry added “Resulting in Loch Lomond becoming one of the fastest growing single malt brands in the world as outlined by IWSR, with year on year volume increases of 73% “.
For judges looking for social and PR impact, this entry had it covered with film and photo content released to social to help define the golfing connection and media partnerships that generated £7m in media value with global reach.
SILVER Circle – Costa
The event activation at Brighton Pride was as skilled as it was joyous on behalf of a brand, Costa, that has an inclusivity network called Shine as a core part of its ethos.
One judge noted: “There were multiple opportunities for consumers to see, engage with and sample product throughout with vouchers encouraging purchase. There were creative and varied touchpoints which layer up to create a powerful brand experience.”
The event is now established as a great opportunity for a brand that is strongly associated with High Street to reach beyond that habitat.
BRONZE Wasserman – Mini
When The Body Coach, Joe Wicks goes on tour he does so in a Mini Countryman, the most family-oriented of the Mini variations – in line with this family-targeted experience.
Judges were impressed by the logistical handling of the tour that worked hard for the Joe Wicks and Mini brands and clearly delivered engaging content – 98% of guests rated the event 4 or higher out of 5.
