Case Study: Winner of the Best Sponsorship Activation Event at the 2017 ICE Awards

ICETEAM
Case Studies
20.03.2018 10:15

Despite being an Olympic obsessed nation, ITV recognised that 50% of the UK population fail to meet the basic medical guidelines with regards to physical activity. Our sedentary lifestyles are literally killing us so the organisation set out to create an event, which would get the people of Britain on their feet and make a change for the better in everyone’s lives.

category
best sponsorship activation award - Sponsored by Barbcian Centre
winner
itv-i am team gb
 

The Winning Idea Ahead of Rio 2016, ITV and The National Lottery partnered with the British Olympic Association and UK Sport to inspire a nation of spectators to get up, get out and get active. They were four very different organisations with one shared interest - to utilise the power of the Olympics to tackle Britain’s inactivity.

The Event ITV and partners successfully delivered the UK’s largest ever mass-participation sports event on Saturday 27th August, which was targeted at over 300,000 people. Geared towards celebrating Team GB’s homecoming Olympic heroes, together they created 14 flagship events across the length and breadth of the country, all of which were aimed at inspiring people who wouldn’t normally partake in sport to get up, get out and get active. In addition to this, the activity was designed to support local sports clubs boost memberships and drive community engagement whilst simultaneously strengthening the link between Team GB and athletes funded by The National Lottery.

A TV campaign launched ‘I Am Team GB’ to the nation, driving participants to a bespoke built website and enabling sign-up for local events via a postcode search. 500 branded kit packs were also distributed to local sports clubs. Taking inspiration from London 2012’s Gamesmakers, ITV recruited volunteers to assist onsite at each event - facilitating fun and bolstering the feel-good atmosphere. They also secured the presence of Olympic athletes and on-screen ITV talent including Gold medallists; Alistair Brownlee, Elinor Barker and Max Whitlock who joined ITV stars such as Alesha Dixon and the cast from Coronation Street and Emmerdale to meet and greet participants and try out new sports at each of the events.

Considerations One of the key considerations was ensuring that each of the targeted 2,000 local events were fully inclusive and accessible for all. In order to successfully achieve this, ITV set up a task force to specifically engage with disability sports clubs. They also wanted to engage with grassroots clubs and support local communities in delivering a wide range of sporting activities. In an effort to alleviate any barriers to entry, it was agreed that every ‘I Am Team GB’ event should be completely FREE and to ensure the legacy of ‘I Am Team GB’ lived on in people’s hearts and minds, ITV committed to donating much needed sporting equipment to local grassroots clubs across the UK.

Challenges

Time From the moment ‘I Am Team GB’ was green-lit, the team had just 16 weeks to deliver a ‘never been done before’ project.

Budget With less than £600K, the team created 14 flagship events, facilitated over 2,500 local club events, created a bespoke website and delivered over 2,500 I Am Team GB branded kit packs to sports clubs nationwide.

Multiple Stakeholders The stakeholder management throughout this project required a huge collaborative effort. Four unique partners with very different ways of working and objectives came together to make a tangible difference and promote sport in local communities.

The Results Almost 1m (972,000) people participated in ‘I Am Team GB’ (224% above their original target of 300,000) and the ‘I Am Team GB’ took place in 2,624 grassroots sports clubs across the UK. The 14 flagship events attracted 48,089 participants (243% above their original target of 14,000). 52% of those taking part in the events described themselves as ‘non-sporty’ and 48% of participants said that their tried a new sport or activity for the first time.

4.1m people across the UK agreed that the campaign inspired them to be more active / partake in sport and two months on, 56% of participants said they were still doing more exercise. Better still, 13% of participants have since joined a local sports club. The equipment donated is still in use in local sports clubs and community centres including sports rehabilitation centres and over-50 coffee mornings.

The Judges Comments

The judges felt this entry stood out in a number of areas. From the start clear objectives and targets the team were looking to achieve were set out, making the activation very measurable. The results and ROI were impressive too, well exceeding expectations on nearly every level.

What’s more the team took on the complex challenge of working across a number of very high profile stakeholder groups, each with their own priorities and worked them into a project that was to deliver on a community level, increasing general public interaction with active sports whilst also delivering a tangible business ROI for all groups.

The ambition of the project, on a scale not attempted before, together with the complex nature of delivery across the country, the number of stakeholder groups, a difficult budget and the success against targets made this an entry that was clearly a success on a number of different levels including business and community engagement.

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