Have an account? login. Don't have an account? Create an account for free for unrestricted access.
FMBX News
Posted: Dec 9, 2010
DMA Grand Prix for 'Field Marketing' winner
The Direct Marketing Association’s Grand Prix has been awarded to the campaign that also carried off the ‘Field Marketing’ category. The winner was Archibald Ingall Stretton (AIS) for O2 3D Rugby.
The Field Marketing category is always a controversial one at the DMA. This year no merchandising or instore sales work was entered/brought through as a finalist, but the three brand experience campaigns that did make the finals were all well integrated and had great sales results. You can see videos of all three on this website in our preview piece (click here).
For O2, AIS were tasked to bring O2 Priority to the key rugby base. The challenge was that O2 struggles to provide its core Priority service to activate its rugby sponsorship as readily as it can with music. The answer was 3D Rugby, a ticketed chance to watch England in 3D at cinemas nationwide. A website showed the technology and allowed Priority customers to buy advance tickets. Each game sold out 10,000 tickets in 48 hours.
AIS were commended for a successful email and click-through campaign that drove attendance. £2.4million in PR generation was a nice spin off from a project that drove £250,000 in ticket sales, an immediate payback to O2
