(01 Aug 2003)
Powerade Sports Marketing
Autumn 2003
Brief
• PLATINUM ONE was appointed to formulate an innovative sports marketing strategy to support Powerade’s rugby portfolio. Powerade is the Official Sports Drink of the IRFU & has Irish captain Brian O’Driscoll as its main brand ambassador in Ireland
• Powerade’s target market was made up of 13-17 year old males, actively involved in sport
Strategy
• PLATINUM ONE identified an ideal opportunity for Powerade to maximise its investment in their “bullseye” target market
• Rugby-playing schoolboys in Leinster were highlighted as being representative of the target market
• PLATINUM ONE advised Powerade to use its current rugby properties to leverage the new schools project
Objectives
• Achieve significant level of reach and impact with target market
• Ensure that the Powerade Rugby Skills Challenge fits the strategic plan of the brand
• Utilise the imagery and dynamism of rugby and align them with the core brand values of Powerade
• Create a base from which to expand the roll out of Powerade’s rugby sponsorships
Action
• PLATINUM ONE devised the “Powerade Rugby Skills Challenge”
• Open to all 1st and 2nd year students in rugby playing schools in Leinster
• 3,000 kids took part – all received skills brochures and were encouraged to practice six key rugby skills
• Particpating schools received skills packs with rugby equipment
• Launched in September 2003 by Brian O’Driscoll – PLATINUM ONE managed all PR activity
Activity
• 30 schools took part in the first year of the project
• The assigned budget for the project was not exceeded
• A Finals Day took place at Lansdowne Road with Brian O’Driscoll and PLATINUM ONE client Gordon D’Arcy as well as several other Irish international players
Feedback
• IRFU & Leinster Branch fully endorsed the project
• 100% take-up from the schools approached to participate
Media Traction
• Television
– TV3 carried extensive coverage of the Academy Day at Lansdowne Road (December 2003)
• Radio
– 2FM featured an interview with Brian O’Driscoll, taken at the launch of the Skills Challenge, in which he went into great detail about the merits of the project (September 2003)
• Newspapers
– Photograph in The Sun taken at the launch (September 2003)
– Photograph in The Star taken at launch (September 2003)
– Article in The Star (September 2003)
– Photograph in The Irish Independent taken at the Academy Day (December 2003)
– Photograph in The Evening Herald taken at the Academy Day (December 2003)