Client’s objectives: British Gas was keen to drive awareness of its six-year sponsorship deal with British Swimming in a location that ensured maximum reach through footfall, while simultaneously amplifying the British Gas message through the use of event staff, TV screens and a compare.
Target market: Families and mothers in-keeping with the wider British Gas sponsorship strategy.
The campaign: The activity ran in the Manchester Arndale Shopping Centre for three days from 10-12 March and saw members of the public race against the clock in the fixed indoor zorb – a giant inflatable tube on rollers – to cover as much distance as possible in an attempt to beat double Olympic Gold medallist Rebecca Adlington.
Prizes were given away on the day and the area was used for autograph signing sessions with world-class swimmers including Rebecca Adlington, James Goddard, Liam Tancock, Keri-anne Payne and Duncan Goodhew.
Event staff engaged with the public through an on-site competition to win annual swimming memberships to local clubs and distributing giveaways in the form of a British Gas locker token.
The compare ensured the key messages were communicated and advertisements were placed on the 27 TV screens positioned around the shopping centre to amplify the message even further.
The campaign will now be toured around the country visiting British Gas Swimming events.
Is the campaign part of a wider marketing strategy? British Gas’ sponsorship of British Swimming incorporates numerous initiatives and campaigns including title sponsorship of the British Gas Pools 4 Schools programme and The British Gas Great Swim Series. Information on these wider activities was communicated through posters and information boards on site.
The client says: "The British Gas zorbing experience was a huge success for our swimming sponsorship. Carat Sponsorship managed to create a unique and innovative response to the awareness challenge surrounding our sponsorship and created an experience that helped us take the sponsorship beyond the lanes of the swimming pool to wider population. We achieved great results across the three days and are excited about extending the experience across other areas of the sponsorship," said British Gas brand experience manager Morag Taylor.
Evaluation: Total figures achieved across the three days include: 700 zorbing participants; 2,500 giveaways; 850 competition entries; 300,000 opportunities to see the activity.
To leave a comment register and let us know your thoughts.