Project: FA Carling Premiership
Entered by: Bass Brewers
Carling Club members were given latest football information, offers and prizes. Brand promotions were used to drive up volume. Brand affinity rating increased from two per cent in 1998 to 30 per cent in 1999. Among the target market of 18-34 year-old-males, awareness has grown to 97 per cent. Sales increased 16 per cent from the previous year.
Project: BT National Connections
Entered by: Crowcroft & Partners
The partnership between BT and the Royal National Theatre involved working with youth theatre groups and encouraging young people to write. Over 20,000 young people were directly involved in productions.
Project: Cornhill Test Series 1978-2000
Sponsor: Cornhill Insurance
Entered by: Karen Earl Limited
Cornhill has sponsored the Test Series for 22 years, which has included tri-vision screens to stump logos. Unaided awareness peaked at 37 per cent in 1998 when England won its first home series for 17 years against South Africa.
Project: Flora London Marathon
Entered by: Ketchum Sponsorship
Flora recruited a team of more than 300 Van den Bergh Foods and Unilever runners in the UK and Holland, and the event logo was positioned on
2 million Flora packs. Spontaneous awareness peaked at 56 per cent during race week. BBC live viewing figures reached 4.9 million, accounting for a 50 per cent share of the total audience. On-screen exposure increased by 19 minutes on the 1998 figure.