Category: Retail & E-Commerce, including Restaurants
Advertiser: TEAM SPORTIA
Product/Service: SPORTS RETAIL CHAIN
Agency: WELCOM
Account Director: Joakim Brinkenberg (Welcom)
Copywriter: Niclas Hallgren (Welcom)
Art Director: Andreas Larsson (Welcom)
Graphic Designer: Nils Gustafsson (Welcom)
Creative Director: Jonas Sjövall (Welcom)
Account Manager: Johanna Gustafsson (Welcom)
Final Art: Marie Backhall (Welcom)
Senior Public Relations Consultant: Peter Wennö (Welcom)
Digital Account Director: Erik Andersson (Welcom)
Digital Art Director: Ludvig Jernqvist (Welcom)
System Developer: Björn Wikström (Welcom)
Front End Developer: Robert Fredriksen (Welcom)
Media placement: Internet campaign - Internet, Facebook, Twitter - 11 March 2011
Describe the brief/objective of the direct campaign.
Competition in the retail sector is increasing. New foreign sports-goods chains are entering the market. How could we help Team Sportia strengthen its relationships with important customers, in response to increasingly tough competition? We knew that the sports industry’s most important customers are Sweden’s 20,000 sports clubs and their members. But the industry only provides sponsorship for elite clubs. So we decided to take from the rich and give to the poor. Move funds from paid-for media and elite club sponsorship to those who really need the money. If we could find a way to engage Team Sportia’s customers, they would soon be loyal as well.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
To involve and motivate our customers, we created a contest in which sports clubs can apply to win the sports gear they need. We decided to call this contest ‘Sportkronan’ – Team Sportia’s contribution to all of Sport Sweden. In exchange, we asked that the clubs in turn told us about their problems and how we could help them. The contest hub was the website where the clubs could fill out their applications for support, spread them on through social media – club forums, club websites and Facebook – to members and other sports fans and invite friends to vote. The winners, who successfully engaged both jury and friends, were announced on 3 different occasions.
Explain why the creative execution was relevant to the product or service.
If Team Sportia were to buy increased loyalty through advertising, for example, the cost would be very high. Besides, all loyalty is based on real action and perceived added value. We were quite simply forced to find an alternative way to work the market. Because the single greatest factor for sports clubs is personal engagement, we had to reach out to both old and young, decision-makers and active participants, and get them to work together. Social media and club forums are excellent platforms for this. A contest is popular if the prizes are good enough and offer something that lots of people want.
Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
After adopting a carefully-developed strategy and solution, the objective became to involve the clubs and get them to spread and share the message. We wanted 100 clubs to submit applications for the first give-away in June, 250 clubs for the second give-away in October and 400 clubs for the third give-away in December. The campaign site must attract 25,000 unique visitors during the year. PARTICIPATION RESULTS: 345 clubs submitted applications for the first give-away (+ 345 %), 703 clubs for the second (+281 %) and 916 clubs for the last (+229 %). The campaign site logged 181,735 unique visitors (726 % of target).