Anchor Butter, Audi, Jose Cuervo and Morrisons are the shortlisted brands in the “Business to Consumer – Media” category for the 2013 ESA Excellence Awards to be decided this month.
The ESA Excellence Awards, organised by the European Sponsorship Association, recognise excellence within the sponsorship industry across Europe.
The Business to Consumer – Media nominees were entered for the following sponsorship projects: Anchor Butter and food show Food Glorious Food, the Audi Cup pres-season football tournament, Jose Cuervo’s activation on Spotify and supermarket Morrisons partnership with popular TV shows.
The winners of the 2013 ESA Excellence Awards, of which Sports Sponsorship Insider is a partner, will be announced at the Awards Ceremony and Dinner to be held in London on January 29, 2014.
Below, in the fifth of a series of sponsorship profiles across ten award categories, Sports Sponsorship Insider summarises the four Business to Consumer – Media category contenders.
Project: Anchor and Food Glorious Food
Agency: Carat
Rights holder: ITV / SYCO / Optomen
The partnership of Anchor Butter with ITV’s food show Food Glorious Food was activated beyond the screen across bought, owned and earned media to drive engagement and build loyalty in a low involvement category. The strategy was to celebrate real people and their food stories.
In addition to on-air sponsorship rights a separate deal was negotiated with SYCO for the off-air rights to FGF. One of the judges Stacie Stewart, was selected as an ambassador for Anchor. The partnership was fully leveraged in close collaboration with ITV, SYCO and Stacie’s management.
Project: Audi Cup
Agency: Audi AG
Rights holders: Audi AG
The biennial Audi Cup has developed over the years from 2009 to 2013 into an internationally recognised platform, German carmaker Audi designs and manages the platform independently and assumes responsibility for its success, while at the same time ensuring the almost complete refinancing of the project.
Live TV broadcasts provided over 322 hours of brand presence in 211 countries with independent coordination of the TV production by Audi. This included a world feed incorporating new and innovative camera perspectives and TV graphics inspired by the Audi design.
Project: Cuervo Cold Who’s In? Uni Battle
Agency: CARAT UK
Rights holder: Spotify
Drinks brand Jose Cuervo exploited the rivalry that exists between Universities to breathe life back into a low equity brand. Despite 70 per cent market share, Jose Cuervo had just three per cent spontaneous awareness with the brand being viewed as out-dated and irrelevant. The shots category was dominated by “cooler” brands; Jagermeister and Apple Sourz.
Jose Cuervo needed to increase brand awareness and consumption among its target audience of 650,000 18 -24 year old males by taking market share from the competition. Working with more than 50 university radio stations nationwide, Cuervo and Spotify helped curate a ‘Best Night Out Playlist’ that most accurately represented each University’s nightlife.
Project: Morrisons – Ant & Dec Bring Out The Talent At Morrisons
Agency: MEC Access
Rights holder: ITV, Fremantle, Syco, James Grant
Morrisons partnered with two of ITV’s most popular shows as well as the UK’s biggest stars in family entertainment, Ant & Dec to bring the brand to life through multi-channel engagement that delivered scale, challenged brand perceptions and established their points of difference.
The complete through-the-line partnership involving multiple rights holders and talent negotiations exceeded all campaign objectives.