Weetabix, BBH and RPM create the ultimate sports day
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Marketing communications agency RPM has been tasked with creating the ultimate sports day on behalf of Weetabix and its ATL agency, BBH. Featuring Olympic legend, Mo Farah, the unforgettable event took place yesterday at the Olympic Park’s Copper Bo
x Arena and was a competition prize for around 400 children aged six to 11.
RPM conceptualised the event in partnership with BBH. The brief was to create a participative idea that encouraged children aged six to 11 to get active, eat a nutritious, healthy breakfast and have recurring interactions with brand.
RPM and BBH responded by developing the ultimate sports day idea to reflect the fact that Weetabix is fuel for children’s active play and achievement. To be in with a chance of winning the prize of meeting their sporting hero Mo Farah and becoming mini-Olympians for the day, primary schools were invited, via an on-pack competition, to submit designs for their ‘Ultimate Obstacle Course’.
The two best ideas were brought to life at the event and the winning schools were invited to participate. In addition to realising the winning obstacle course designs, the event featured traditional sports day races like egg and spoon, sack race, javelin and hurdles. But each race was developed with a ‘Junior Olympics’ spin.
To ensure the races had a premium Olympic feel, RPM developed authentic touches like mini starting blocks, gold spoons in display cases, chalk bowls for the javelin and digital ‘Weetabix Record Boards’ for showcasing highest scores.
RPM was also responsible for seamlessly integrating branded touch points throughout the consumer journey. These included: nutrition and sports-themed activity packs to complete whilst travelling to the stadium, the chance to ask Mo Farah a question, educational interactive installations showcasing how Weetabix is made and a communal breakfast of Weetabix to kick-start the day’s activities.
Bryony Dellow, integrated producer at BBH, said: “RPM has managed to create an unforgettable event that’s genuinely worthy of the title ‘Ultimate Sports Day’. But in addition to delivering an engaging and fun-packed event, they have also managed to build an experience that is well branded and will help put Weetabix at the front of children and parent’s minds.”
RPM’s MD, Dom Robertson, said: “To truly turn this event into the ultimate sports day we had to host an experience that would live up to its Olympic setting. The biggest challenge was ensuring the experience was practical, safe and engaging for young children whilst making sure the games were as authentic as possible, honouring Olympic traditions and features throughout.”
