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.
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.
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.