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Sponsorship of New Zealand's national cricket team: Radio PillowThis is an archived ad - to view, please register for Bestads PRO membership or log in if you're already PRO. Ads on Bestads are free to view for the first week they appear. Register for FREE to view new ads.
The objective was to promote National Banks sponsorship of the New Zealand National Cricket Team (The Black Caps) during the
2007 Cricket World Cup in the West Indies. However, as games were being played in a different time zone (and therefore being telecast when our customers were usually asleep), we gave them a branded radio pillow so they could listen to the cricket all night from the comfort of their own bed. Strategy (Please state the main objective of the entry as concisely as possible): As World Cup matches were being played in a different time zone to New Zealand, we were faced with a difficult promotion. How do you promote matches being held while most of our customers would be sleeping? Any promotional activity we did during the day would not have been effective during the actual overnight matches when our customers were most engaged with the team we sponsor. We therefore wanted to create something that would stay with them all night, through every game of the World Cup, reminding them of our involvement. The answer was to give them a branded radio pillow gift that would allow them to listen to the cricket all night from the comfort of their own bed. Synopsis (Please state the main objective of the entry as concisely as possible): The pillows were to be handed out over several weeks during the lead-up to the World Cup. The response was so overwhelming however, that every pillow was gifted in just 2 weeks. Constant media coverage (TV and radio) and word-of-mouth has given the pillows cult status in New Zealand.
GAD - Kevin Stroud |
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