Individual or Team Partnership Award
Dove Men+Care & England Rugby
As a leading Unilever personal care brand, Dove Men+Care exists to be a powerful advocate for expanding men's opportunities to care for others. In 2019, Dove Men+Care set out to land their purpose with consumers globally with England rugby, ultimately driving sales of their new “Sportcare” product.
A single campaign narrative “Care for every position you play” brought together a premium product and purpose-led approach. Leveraging their nine year partnership with England Rugby and ambassador Courtney Lawes, together they created a consistent communications platform. Matching the caring brand values with those in rugby, they released an emotive film showing the parallels of professional rugby and fatherhood.
The campaign included reactive content, precision marketing and a limited-edition product, driving an average underlying sales growth of +35% in the UK, increasing brand power, and generating a £1:£4 ratio media return for the brand.
Grosvenor Casinos & David Haye
Inspired by the classic underdog story David and Goliath, Grosvenor Casinos and Stripe Communications joined forces to find a high profile ‘David’ to learn the game of poker and take on the world’s biggest poker tournament outside of Las Vegas – Grosvenor Casinos’ Goliath 2019.
Former World Boxing Champion, David Haye, agreed to take on the challenge and for the next 12 months would take part in intense poker bootcamps, build up his experience of playing in live poker tournaments at Grosvenor Casino clubs, as well as travelling the world to meet actors, mathematicians, poker stars and psychologists to prepare him physically and mentally for playing poker.
But one question remained: could David beat Goliath?
Lucozade Sport & The FA
A nation united. Sun. Laughter. Happiness. A sense of togetherness as euphoria grips the nation, again. For the second summer in a row, England are in the semi-final of a FIFA World Cup. Football, might, be coming home. But this was always about more than a trophy…
Working collaboratively with The FA, Lucozade Sport wanted to create a campaign which championed women’s sport and integrated naturally into a pivotal movement to deliver a TTL campaign with purpose. #ThreeLionesses delivered unrivalled commercial success for the brand, at much better value, and showed how combining the right creative, with collaborative partners tied to the correct instore activity with a point of view on a cultural change, can make great things happen. It was always about more than a trophy. For women’s sport to change, women’s football, the nation’s game, had to lead the way.
Marriott Bonvoy & Manchester United FC
With Marriott Rewards, SPG and The Ritz-Carlton Rewards combining to become the world’s largest hotel loyalty programme with 135m members, we had to make our new brand, Marriott Bonvoy, famous around the world. The US used the Oscars but we needed a platform that would resonate globally.
We became the first ever hotel partner of Manchester United, one of the most famous sports teams playing the world’s most popular sport. Within four months we had established Marriott Bonvoy amongst Man Utd fans around the world, smashed awareness benchmarks and wowed fans with never-been-done-before experiences that got them talking about the new brand and helped the club open up a new category. And it’s been good for business too!
O2 & RFU
O2’s 2015 England Rugby campaign generated 5 million acts of support. Anticipation was at an all-time high, and it was a home tournament.
And yet, in 2019 we surpassed 2015 with considerably less budget. An integrated campaign that created unmissable moments for our customers and brought the nation together in support of the England Rugby Team.
Our insight came from the top “We are driven by the rugby community, not just national pride” - Eddie Jones.
Our campaign was rooted in England Rugby values, and influenced by Japanese Bushido culture: ‘Be their Armour, Wear the Rose’ was born.
We garnered 8.8 million proactive acts of support, delivered a significant rise in brand consideration and contributed to the lowest customer churn for any telco.
Our brand-led movement Wear the Rose is now vernacular with supporting the England Rugby Team and association between O2 and #WearTheRose is at an all-time high.
Visit Rwanda & Arsenal FC
When Arsenal joined forces with Visit Rwanda in May 2018, we were determined to build a partnership different to so many that we see in world sport.
Rwanda is a nation with fierce ambition – determined to free itself from reliance on foreign aid, break out of the poverty cycle and radically change the narrative since the 1994 genocide.
Visit Rwanda is embedded in the club’s fabric with the logo on the sleeve of all our teams, but we have gone far beyond simply raising awareness. By living and breathing this partnership, we have helped to change perceptions of an entire country.
Whether that’s through David Luiz visiting to learn about the history and culture and sharing his story, or collaborating with leaders in travel journalism, National Geographic, to promote the country’s majesty to an engaged and relevant audience – together we have surpassed objectives and positive sentiment towards Rwanda has soared.