What’s the big idea?
A record number of campaigns came under the judges’ scrutiny for the 2002 Hollis Sponsorship Awards. Judges were looking for evidence of the “big idea”, for innovation, for appropriateness and synergy, for creative work and maximised exploitation and proof on paper that the campaign met its business objectives and more.
They found all these elements with Orange, which for its campaigns Orange enjoymusic on campus tour and Orange Prize for Fiction fought off competition to take the first prize of Hollis Sponsor of the Year.
The Sponsorship Personality of the Year Award, sponsored by Sutton Gibbs Recruitment, goes to yachts-woman Ellen MacArthur MBE, who not only sourced her own sponsorship, but with her team, exploited it to its full potential, ensuring that Kingfisher (winner of the Sports Sponsorship category) renewed its contract with her. The programme catapulted MacArthur from obscurity to the status of national heroine.
The judging team comprised Tess Alps, executive chairman of Drum PHD; Lindsay Boswell, chief executive of the Institute of Charity Fundraising Managers; Nigel Currie, director of Craigie Taylor International; Helen Day, independent consultant; Karen Earl, managing director of Karen Earl Sponsorship; Sandra Greer, research director at S:Comm Research (UK); Sally Hancock, chief executive of redmandarin; Mike Jackson, director of Ipsos UK Sponsorship, Sport & Leisure Re-search; Bill Kallaway, managing director of Kallaway; Geoff Mayhew, corporate communications director at Cornhill Insurance; Katie Martin from Groundwork; Vanessa Miner, ex-sponsorship manager of Vizzavi Europe; Mike Reynolds, director of the Institute of Sports Sponsorship; Colin Tweedy, chief executive of Arts & Business; Tom Watson, managing director of Hallmark Public Relations and chairman of the Public Relations Consultants Association and Paul Wright, sales director Europe at sports.com.
Rosemary Sarginson, chair of the judges and publishing director of Hollis Publishing.
Sponsor of the Year: Orange
Projects: Orange enjoymusic on campus tour and Orange Prize for Fiction Arts Sponsorship
Arts Sponsorship
Supported by Arts and Business
Winner
Project: Orange enjoymusic on campus tour
Sponsor: Orange Entered by: Orange
Orange wanted to enhance its reputation as a source of music. The enjoymusic on campus tour set out to build awareness and acceptance among students as a content provider. It ran for 40 dates in student union venues across the UK. 45,000 students attended and the campaign reach was calculated at 2,239,000 – a 34 per cent increase.
Nominations
Project: Rembrandt’s Women at the National Portrait Gallery of Scotland Sponsor: Lloyds TSB Scotland Entered by: Lloyds TSB Scotland
The principal objective was to heighten brand awareness and increase market in Scotland. Extensive coverage of the exhibition was gained totalling 167 articles across local, national and international press. Lloyds TSB Scotland also received a total of 4,651,524 name and logo credits.
Project: Pizza Express FreeStage Sponsor: Pizza Express Entered by: The London Jazz Festival
The chief aim was to promote the Pizza Express brand and underline its connection with jazz. Various promotional tools were used including the “London Jazz Festival Pizza”. The event drew huge media interest and attracted audiences of 60,000.
Project: The Unilever Series at Tate Modern Sponsor: Unilever Entered by: Sponsorship Consulting
Unilever set out to demonstrate its commitment to community involvement and to the arts, while linking the brand with target markets. Promotional activities including an information service on Bloomberg TV, an International Schools Art Project and ads on the underground.
Charity & Community Sponsorship
Supported by the Institute of Charity Fundraising Managers
Winner
Project: The World’s Biggest Coffee Morning
Sponsor: Nescafé and Kit Kat Entered by: Macmillan Cancer Relief
The aim was to raise at least &£3m for Macmillan Cancer Relief, attract supporters and work with the sponsors to increase awareness. Promotion was carried out nationally and locally, through a teaser postcard campaign, registration forms and in Macmillan publications. So far, &£3.2m has been raised.
Nominations
Project: Comic Relief Red Nose Day – Big Red Football Tour
Sponsor: Nationwide Building Society Entered by: Nationwide Building Society
Raising &£300,000 and increasing brand awareness for Nationwide Building Society were the main objectives. Activities included the signing of the world’s largest football and a celebrity penalty shoot-out. Media coverage was valued at &£357,357. More than &£500,000 was raised.
Project: Club Together
Sponsor: Rimmel London Entered by: Centrepoint
The aim was to raise awareness of and funds for homeless charity Centrepoint. Promotional activities included coverage and promotion on Kiss 100 radio and online, and a launch party with celebrity DJs. More than &£60,000 has been raised so far.
Project: AMP Kids’ Club Programme
Sponsor: AMP Entered by: AMP
The aim was to use the Kids’ Club programme to promote the rebranding of Pearl Assurance as AMP Pearl. To date, 140 clubs have received grants, 322 newspapers have covered the campaign and research has shown that 83 per cent of customers regard AMP as a trustworthy brand.
Education Sponsorship
Winner
Project: BT Education Programme
Sponsor: BT Entered by: Educational Communications
BT’s objectives were to improve the communication skills of children and teachers and to raise its own profile. Through the BT Schools Roadshow and the launch of an educational website, the programme reached 511,000 school pupils, 15,000 schoolteachers and 250,000 Web users. To date, 897 media mentions have been recorded.
Project: Barclaycard LivingLand
Sponsor: Barclaycard Entered by: Lexis PR
Environment Sponsorship
Supported by Groundwork
Winner
Project: The Scottish Forest Alliance – Woodland for Wildlife and People
Sponsor: BP Entered by: Woodland Trust Scotland
BP and the Scottish Forest Alliance are committed to helping to reverse the long-term decline of Scotland’s native woodland and to its sustainable development. A &£10m funding pledge is under way, and to date 5.2 million trees have been planted. Both national and international media coverage has been generated.
Nomination
Project: Barclaycard LivingLand
Sponsor: Barclaycard Entered by: Lexis PR
Sponsor: TXU Entered by: TXU
The campaign is aimed at stimulating local regeneration, supporting environmental improvement and reducing fuel poverty in the former coal community of Thurnscoe, an area with high unemployment and low incomes. Through energy education workshops and free home energy surveys, residents were encouraged to take part in the project. Findings show that each year carbon dioxide emissions are expected to have reduced by 700 tonnes and 4.5 million litres of water have been saved.
Media Sponsorship
Sponsored by Sports.com
Winner
Project: Big Brother 2
Sponsor: BT Cellnet Entered by: Drum PHD
The objectives of the Big Brother sponsorship were the repositioning of the brand to appeal to a young market and an increase in revenue. It offered interactivity with the target market and gave BT Cellnet a fashionable image. Exclusive prizes were offered, along with SMS alerts. Research showed that broadcast sponsorship credits delivered more than &£10m-worth of exposure.
Nominations
Project: Popstars
Sponsor: T&T Beverages Entered by: Granada Enterprises
See First-Time Sponsor category
Project: MTV Ibiza 2001
Sponsor: Pringles Entered by: MTV Networks Europe
Wanting to refocus on a younger market, promotional activities such as VIP trips to Ibiza and club tours formed part of a European tour. A combined media reach of 176.5 million people was achieved, and research indicated that 70 per cent of European young people in Ibiza were aware of Pringles as the event sponsor.
Project: Tomb Raider
Sponsor: Ericsson Mobile Phones Entered by: Carlton Screen Advertising
The primary objectives were to communicate Ericsson’s involvement with Tomb Raider, increase sales and create an image shift. Achieved through on-screen broadcast sponsorship and supporting activities, results revealed that the campaign had a positive impact on consumers’ perceptions, making them more likely to purchase, while linking Tomb Raider to the brand.
Sports Sponsorship
Sponsored by ICON Display and supported by the ISS
Winner
Project: Ellen MacArthur MBE
Sponsor: Kingfisher Entered by: Kingfisher Challenges
In order to raise its profile across Europe, Kingfisher sponsored MacArthur in the Vendée Globe yacht race. The sponsorship provided an accessible face for the Kingfisher brand. Achieving high levels of branding through extensive media coverage, Kingfisher tapped into the growing enthusiasm for instant news via SMS, e-mail and online. Coverage was estimated to be worth &£50m in France and the UK.
Nominations
Project: NTL and the British & Irish Lions 2001
Sponsor: NTL Entered by: Karen Earl Sponsorship
The challenge was to raise awareness and deliver a media value of &£1.2m. Promotions included a “Technology Tour”, a branded column in the Sunday Telegraph, and radio interviews with Ieuan Evans. Findings revealed that 86 to 92 per cent of the target market correctly identified NTL’s business activity. A &£2.3m media value was achieved.
Project: English Football League
Sponsor: Nationwide Building Society
Entered by: Nationwide Building Society
See Sponsorship Continuity category.
Project: npower Test series
Sponsor: npower Entered by: npower
See Corporate Sponsorship category
Brand Sponsorship
Sponsored by Clintons Solicitors
Winner
Project: Sex and the City
Sponsor: Baileys Entered by: Carat Sponsorship
Baileys wanted to increase sales outside the Christmas period, as well as promote positive brand associations, creating the theme that Baileys is a “sensuous drink for sassy women”. Sales increased by 14 per cent during the sponsorship and awareness went up by 26 per cent, compared with the previous year.
Nominations
Project: Orange enjoymusic on campus tour
Sponsor: Orange Entered by: Orange PCS
See Arts Sponsorship category.
Project: The FA Barclaycard Premiership
Sponsor: Barclaycard Entered by: Arena International
As well as enhancing brand image and awareness, Barclaycard aimed to generate tangible commercial returns. Sponsorship awareness is comparable to ad awareness (plus Barclaycard is the leading Premiership sponsor among fans), positive media coverage has doubled, brand awareness has improved and profits increased 20 per cent.
Project: Cold Feet
Sponsor: Mini Entered by: Granada Enterprises
Mini’s objective was to raise brand awareness and increase affinity among young adults. “Mini Dramas” fitted with the tone of Cold Feet, and as a result generated positive feedback. Radio, Internet, PR and press advertising contributed to the success of the campaign. Research indicates that the sponsorship was effective among Mini’s primary market.
Corporate Sponsorship
Winner
Project: Ellen MacArthur MBE
Sponsor: Kingfisher
Entered by: Kingfisher
See Sports Sponsorship category
Nominations
Project: Who Wants to Be a Millionaire?
Sponsor: NTL Entered by: Carat Sponsorship
NTL wanted to build brand awareness and position itself as a UK broadband service provider. Using programme credits to illustrate its product range, NTL secured clear growth in awareness and understanding. Research showed that almost half the UK population was aware of the sponsorship.
Project: Big Brother 2
Sponsor: BT Cellnet Entered by: Drum PHD
See Media Sponsorship category
Project: England Football Team
Sponsor: Nationwide Building Society
Entered by: Nationwide Building Society
Nationwide wanted recognition as the England team sponsor and to reinforce brand values. Extensive media coverage, including sponsorship of matches on BSkyB, were used. As a result, 62 per cent of the 12 million people interested in football are aware of Nationwide’s link with the team. Research showed the company is viewed positively by football fans.
Project: npower Test series
Sponsor: npower Entered by: npower
Objectives were to increase awareness and position the brand as a provider of essential services. Through TV advertising, press coverage, online presence and an interactive game, npower achieved increased brand awareness.
First-Time Sponsor
Project: Popstars
Sponsor: T&T Beverages Entered by: Granada Enterprises
T&T wanted to raise brand awareness among young people. T&T credits appeared on the show, with a promotional video and “Uncut” extras. As a result of the campaign, sales rose by 1,313 per cent, making T&T the UK’s fastest-growing drink brand.
Nominations
Project: Tennis events with the Lawn Tennis Association
Sponsor: Britannic Asset Management Entered by: Capitalize
The objectives were to achieve positive media coverage, improve brand awareness and appeal to Independent Financial Advisors. Promotional activities included a media launch, competitions, and branding. Total media value was approximately three times the sponsorship fee.
Project: Ipswich Town Football Club
Sponsor: TXU Energi Entered by: Craigie Taylor
TXU wanted to establish its brand in East Anglia and nationally. Work involved shirt branding, community projects and giveaways. Awareness levels quintupled in four months, and sales forces improved.
Project: What Colour Will You Be Tonight?
Sponsor: Schwarzkopf LIVE Unlimited Colours Entered by: Total Sponsorship
Using a sponsorship, promotions, event marketing and online activity, the brand managed to develop and sustain a strong relationship with a volatile market. Sales figures show that LIVE is one of the fastest-growing permanent colour brands in the UK.
Project: Tilney Melrose Sevens
Sponsor: Tilney Investment Management Entered by: Total Sponsorship
Tilney’s objectives were to raise brand awareness in Scotland and reinforce brand values. It successfully fulfilled these criteria through promotional activities such as the Tilney Coaching Clinic, a website, a print campaign and corporate hospitality.
Sponsorship Continuity
Winner
Project: English Football League Sponsor: Nationwide Building Society Entered by: Nationwide Building Society
Nationwide wanted to reach personnel and members, target its core market of 18to 44-year-olds, increase brand exposure and strengthen its association with the Football League. Nationwide secured vast media coverage, resulting in 77 per cent of the target market becoming aware of the sponsorship. 1,250 match tickets were given away to employees and 1,000 to members. Regular positive feedback is received.
Nominations
Project: Orange Prize for Fiction
Sponsor: Orange Entered by: Orange
Raising brand awareness and generating coverage were the objectives. Orange Futures, promoting new women writers; and Orange Chatterbooks, a children’s reading scheme, ran alongside the project. National media coverage grew by 65 per cent. Evaluation showed the sponsorship delivered a strong positive message.
Project: Volvo Youth Sailing
Sponsor: Volvo Entered by: Marketing Activity
Objectives include recognition of Volvo as the UK’s leading car brand and support of the company’s global sponsorship strategy. Through extensive branding and promotions, including numerous documentaries, the brand’s media profile has increased significantly. Car sales and exhibition leads demonstrate that the sponsorship has directly affected sales.
Project: The Varsity Rugby Match
Sponsor: MMC Entered by: MMC
MMC wanted to achieve a crowd of more than 50,000, and double press coverage. The project involved event marketing, PR and media management. As a result, 50,534 people attended the event and the number of press articles mentioning MMC increased more than 20-fold.
ESCA International Sponsorship Award
Supported by The European Sponsorship Consultants Association
Winner
Project: Lexus/Colin Montgomerie Sponsorship Strategy
Sponsor: Lexus Europe Entered by: iMediasport
Lexus wanted to support distributors and dealers across Europe, while targeting prospective and existing customers. The company used golfer Colin Montgomerie as the figurehead for an integrated marketing campaign. Almost 18,000 sales prospects and customers were targeted, and 217 sales were directly attributed to the strategy.
Nominations
Project: Les Arts Florissants
Sponsor: Morgan Stanley Europe Entered by: Sponsorship Consulting
The objective was to reinforce Morgan Stanley’s standing in Europe, both among prospective and existing customers. 53,000 people have been directly exposed to the Morgan Stanley brand in prime venues. Annual increases in the number of concerts, and in audience figures, have raised awareness.
Project: MTV Ibiza 2001
Sponsor: Pringles Entered by: MTV Networks Europe
See Media Sponsorship category
Project: West Indies Cricket
Sponsor: Cable & Wireless Entered by: Karen Earl Sponsorship
The sponsorship is used to demonstrate a commitment to the Caribbean and to promote loyalty. Research shows that 92 per cent of adults in the Caribbean agree the sponsorship demonstrates C&W’s commitment to the region, while 93 per cent see it as having a positive impact on the brand.
Best Use of Research
Sponsored by Ipsos and Marketlink Research
Winner
Project: Flora London Marathon 2001
Sponsor: Flora
Entered by: LGM Consulting
Flora has sponsored the London Marathon since 1996. The brand recognised the need to track its activity to measure the success of the 2001 event and use the findings as a platform for future planning. To this end, face-to-face interviews were carried out, press coverage was analysed, spontaneous association was monitored, and the brand’s performance was measured. As a result of the research findings, Flora has extended its contract with the London Marathon to 2004.
Nominations
Project: Macmillan Cancer Relief Cancer Talk
Sponsor: Macmillan Cancer Relief Entered by: Educational Communications
Macmillan set out to explore cancer issues within schools, evaluate Macmillan materials and assess teacher needs. In-depth interviews, discussions groups and questionnaires uncovered that awareness of Macmillan was low. As a result an educational strategy has been created.
Project: Rugby Union
Sponsor: Zurich Entered by: Ipsos UK
Zurich’s main objective was to divide its brand communication programme and identify the effect of its rugby sponsorship. Through three research projects, Ipsos and Zurich concluded that Zurich’s brand awareness increased significantly during the period of its involvement in rugby union.
Best Low Budget Sponsor
Winner
Project: Avon Insurance Combination
Sponsor: Avon Insurance
Entered by: The Sponsorship Consultancy
Primary objectives were to build and cement relationships with key brokers. The programme execution involved broker and consumer activities. Of Avon’s 150 key brokers, 86 are involved with the sponsorship. In 2000, these brokers provided Avon with over &£26m of business, compared with &£4.8m prior to sponsorship launch.
Nominations
Project: Pizza Expresss FreeStage
Sponsor: Pizza Expresss Entered by: The London Jazz Festival
See Arts Sponsorship
Project: Help a Local Child
Sponsor: Greggs North-west Entered by: Help a Local Child
The project was designed to increase customer numbers in Greggs shops within the 97.4 Rock FM and Magic 999 broadcast area, thus increasing sales and supporting the charity. On-air promotions, signposting, branding and sampling were used. As a result, visits to Greggs’ shops increased in the designated areas and the charity has raised over &£40,000 from activities promoted by Greggs.
Project: The Ideal Curry
Sponsor: Ideal Boilers Entered by: Communiqué PR
The objectives were to raise awareness of the brand within the plumbing industry and create customer loyalty. A light-hearted campaign was developed, in which readers of Professional Builder were invited to vote for their favourite curry house. Response was positive, with about 110 letters received each month. The equivalent advertising spend was valued at &£48,886 (against a total sponsorship budget of &£3,000).
Best Use of Public Relations
Sponsored by Durrants and supported by the Public Relations Consultants Association
Winner
Project: BBC Children in Need (CiN)
Sponsor: BT
Entered by: Sinclair Mason
The idea was to position BT as a key sponsor of CiN, launch the CiN donation line, and raise as much money as possible for the cause. An integrated plan to target national and regional TV, radio, and print media was undertaken, including appearances from S Club 7 and Joanna Lumley. Media coverage reached an audience of 102,787,465 and &£728,562 was donated to CiN in just four weeks.
Nominations
Project: NTL and the British & Irish Lions 2001
Sponsor: NTL Entered by: Karen Earl Sponsorship
See Sports category
Project: Orange Prize for Fiction
Sponsor: Orange Entered by: Orange
See Continuity category
Sponsorship Personality of the Year
Sponsored by Sutton Gibbs Recruitment
Winner Ellen MacArthur MBE
Kingfisher’s sponsorship of yachts-woman Ellen MacArthur transformed the conglomerate into a household name as Ellen competed in the gruelling, around-the-world Vendée Globe yacht race. No passive partner, Ellen, having sourced and secured her own sponsorship, set about working every angle, exploiting every media opportunity, tapping into the growing enthusiasm for instant news via SMS, e-mail and online. The programme catapulted Ellen from relative obscurity to the status of national heroine and created an internationally recognised ambassador for the Kingfisher brand, capturing hearts and minds.
