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1 MILLION BALLS TO GET BRITAIN MOVING

Turning the world’s biggest brand’s sponsorship of 2015’s biggest sporting tournament into an initiative to get the whole nation involved.

BRIEF

We needed to leverage Coca-Cola’s sponsorship of the Rugby World Cup in the build-up to and over the 6-week tournament, and to drive sales.

The campaign needed to appeal to all, but especially gatekeeper mums and dads. A key objective was also to encourage consumers to engage with their families and interest those dabbling in rugby for the first time.

IDEA

We created an on-pack promotion giving Great Britain the chance to win 1 million exclusive Rugby World Cup 2015 Coca-Cola Gilbert Rugby Balls. By partnering with the official ball provider of the tournament we were able to offer a credible prize with a high perceived value.

We also created online content to show winners and budding rugby fans what to do with their new balls, from easy-to-follow tutorials to game ideas.

To drive early awareness, we enlisted rugby royalty (including Mike Tindall) to lead a ‘Ball Amnesty’ where Londoners were asked to trade in their tennis balls, footballs and basketballs for a new Coca-Cola rugby ball.

RESULTS

‘Win a Ball’ was communicated on 38 million packs across Coca-Cola, Diet Coke, Coca-Cola Zero and Coca-Cola Life, and created authentic moments of connectivity between the Coca-Cola and the world’s biggest sporting event.

Our mobile-optimised website provided a simple entry mechanic and housed ‘how to play rugby’ videos to further drive engagement. Support included PR, London Eye branding, experiential sampling, OOH, TV, social and multiple trade channels. This amnesty was covered by ITV1 and resulted in a significant entry spike in the days that followed.

As a result:

Redemption 50% higher than objective

75% unique entries

Coca-Cola viewed No.1 tournament sponsor among 16-49 year olds

Coca-Cola’s best achieving sponsorship on-pack promotion

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