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case studies {tennent's interbrew}
Introduction
Working with our friends at Newhaven we were part of an
integrated campaign for Tennents that won 6 Trophies at the Scottish
Advertising Awards on
22nd
October:
| Best Website |
www.whatthefaro.com |
| Best Writing |
whatthefaro wallchart |
| Best Typography |
whatthefaro fanzine |
| Best Small Space |
whatthefaro classifieds |
| Client of the Year |
Tennent’s |
| Grand Prix 2004 |
Tennent’s ‘whatthefaro’ integrated campaign |
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The integrated project also received 6 commendations for:
| Best Colour Press Ad |
whatthefaro Wallchart |
| Best Financial or Trade Ad |
Scottish Football Writers |
| Best Consumer Direct |
whatthefaro fanzine |
| Best Ambient / Stunt |
whatthefaro Travel Shop |
| Best Writing |
whatthefaro.com |
Project Brief
A bit of an impossible brief this one ... or so it seemed. Scotland hadn't qualified
for Euro 04, yet the aim was to galvanise interest in the tournament with a
small budget and despite the absense of Bertie's boys. But hey, aren't
Scots renowned for laughing in the face of daunting odds! And aren't we also
renowned
for getting the best bang for our buck! |
Our Approach
Newhaven coordinated the integrated campaign and we were called
in to add the flourish, verve and expertise from a new media pespective.
The project was a true collaboration between advertising, design,
new media and
PR agencies ... also involving our friends at Pagoda
PR and their client easyJet
for a unique footie game ... there are just two examples below,
the flash game and a wee viral quiz ...
you'll require a guest password for access and then you can get into the site
and really delve around to see what all the fuss was about. |
Eg. 1: Our Flash Game
- Pants for Goalposts
Partnered with easyJet and Tennent's, this little game was the fitba' sensation
that swept the Euro nation (well, large parts of Dumfriesshire all the way to
a scheme in Kirkaldy).
EasyJet 'loved the game and the creative approach' and were delighted to have
built an affinity with their Scottish audience ... at a time when interest
in travelling to Europe might have otherwise been unseasonably low. |
Eg. 2: The Quiz - Footballers' Wives
We all know that footballers have a reputation for sporting
some pretty silly hair dos - well this wee quiz was a humour-laden
attack on such vain proclivities ... download it here and test
your footie knowledge.
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Results
What did our competition get up to? A good question considering
that almost 60% of UK adults were unaware of the 8 official sponsors
of Euro 2004.
Each
of
these
brands
paid £10
million for the privilege. In studies - unprompted awareness of the
sponsor
brands such as Canon
and JVC were as low as 2% ... with Carlsberg struggling to achieve
even a 1% increase in sales.
In contrast the overall integrated Tennent's Euro 2004 'Whatthefaro'
campaign was able to punch well over its weight and project spend!
Here
are
some
of the results.
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Over 5.5 Million unique
visits in only 4 weeks - from a standing start
with nothing spent on online marketing! |
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Reached a global audience - with
visitors to the website from countries as diverse as Iceland,
Switzerland, Russia, New Zealand, Australia,
USA, Quatar, Chile
and even Trinidad & Tobago! |
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Over 112,00 Scots logged on to the online
forum - voting in the online poll 'Who's Your 2nd
Team' |
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Over 5,000 votes cast - in
the daily polls |
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A sharp rise in Tennents sales |
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Specific Services
Design, content management, rich media, forum, message board, newsletter
management, online voting, e-cards, desktop themes, flash game, web hosting,
web maintenance. |
Referee Details
Please contact wildvalleymedia for more information. |
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