Sponsorship & Event Marketing

The Shortlist
CAMPAIGN
ASB All Blacks Sponsorship
AGENCY
Carat
CLIENT
ASB
BRAND
ASB
DETAILS
ASB is focused on growing positive brand sentiment, a measure that has a strong link with commercial outcomes. Securing and announcing their sponsorship of the All Blacks during Rugby World Cup year was a big win for ASB.  But, how were they going to let New Zealand know that they were now an All Blacks sponsor and stand out in a crowded market? 
 
ASB needed to get maximum sponsorship awareness for a modest campaign spend. So it was decided to go to market with a BIG stunt that lasted only 5 days, utilising their owned assets in a unique way. 
 
After this short time in market, 1 in 3 New Zealanders knew ASB were the new sponsors of the All Blacks.
 
And in the process, they disproved the old adage of never messing with a brands logo.
CAMPAIGN
Lucy the Robot
AGENCY
Atomic 212° Group
CLIENT
Double Robotics
BRAND
Double Telepresence Robot
DETAILS
Global technology company, Double Robotics, wanted to launch into the Australian and broader Asian markets with its double telepresence robot. Awareness was extremely low, as was the budget. The company wanted to generate buzz around the brand, with a secondary objective of generating leads. 
 
Insight: Absolute relevance and entertainment drive fanaticism. So we set about finding a fanatical global event to leverage. 
 
We identified the launch of the iPhone 6s and developed an idea to add relevance and entertainment to those fixated on the event. We wanted to piggy-back on the event in a unique way that made consumers and the media welcome us, and our robot. To add a human element, we focused on Lucy, the girl behind the device.
 
‘Lucy the Robot’ was born – we placed the humanoid robot outside the George Street Apple store in Sydney to line up for the global release of the iPhone 6s.  The device waited in queue for two days, and was controlled remotely by Lucy, who added much needed personality. The campaign was driven by outreach, branded content marketing, search marketing and social media. We targeted both consumer and business media, as the campaign had both B2C and B2B components. A microsite was developed to funnel sales leads. 
 
Over a 48 hour period, the campaign was covered globally in over 4,000 news stories, and generated $44m in sales opportunities. The robot was first out the door of the Apple store, meaning the first iPhone 6s was bought by a robot. 
 
Partners
Media Supporters
Media Supporters
Media Supporters
Media Supporters
Media Supporters
Media Supporters