The Sun Case study WORLD CUP DREAM TEAM by Partners Andrews Aldridge

Adsarchive » Case study » The Sun » WORLD CUP DREAM TEAM


Pin to Collection
Add a note
Industry Games
Media Case study
Market United Kingdom
Agency Partners Andrews Aldridge
Director Alon Ziv
Executive Creative Director Steve Aldridge
Creative Director Neil Ross, Billy Faithfull
Designer Simon Hook
Released May 2010

Credits & Description

Category: Travel, Entertainment & Leisure
Advertiser: THE SUN
Product/Service: GAME
Date of First Appearance: May 20 2010
Copywriter / Head of Copy: Stephen Timms (Engine)
Art Director / Head of Art: Paul Walton (Engine)
Creative Director: Billy Faithfull (Engine)
Creative Director: Ross Neil (Engine)
Executive Creative Director: Steve Aldridge (Engine)
Client Managing Director: Rick Hurst (Engine)
Account Director: Alastair McLeod (Engine)
Senior Campaign Manager: Daisy Dimpfl (Engine)
Campaign Executive: Chantelle Bloom (Engine)
Planner: Hazel Reed (Engine)
TV Producer: Laura Crowther (Engine)
Designer: Simon Hook (Engine)
Director: Alon Ziv (th1ng)
Media placement: Press - 4 Executions - The Sun - 20 May 2010
Media placement: TV – 1 x 30” Execution (1067 Spots, 66 TVR’s) - Sky Channels, ITV Digital, IDS And Turner Media - 4 June 2010

Describe the brief/objective of the direct campaign.
Give people a reason to pay £5 (or more) to play The Sun’s World Cup Dream Team fantasy football game – instead of games which were free to enter.

Our objective was twofold: 1) Target the loyal 200,000 Sun readers who already play The Sun’s £1 million Premier League version of the game and 2) Attract new players from other games by highlighting the amount of prize money on offer.

With a small media budget (£239,843) compared to other advertisers during the World Cup we had to make sure our work would achieve cut through.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Our solution played on the insight that English fans would have to turn a blind eye to national allegiances and might have to do the unthinkable to win a share of £250K – want opposing players to score against England and thus score points for their Dream Team. Or worse, their goalkeeper save an England goal.

Our creative executions played on this dilemma. We targeted new and existing players with DRTV, eCRM and response-driven press ad in The Sun, Times and News of the World.

Our target was to sign up 100,000 players with 12,000 to come through our eCRM campaign.

Explain why the creative execution was relevant to the product or service.

The Sun is England’s biggest-selling tabloid newspaper, and is famous for its witty headlines. It’s also the biggest supporter and critic of the England football team – especially during the World Cup.

Our creative executions had to share the same humour The Sun’s known for, and stand out from all the other World Cup themed ads – many of which featured England flags – which is why using flags from other countries proved a successful way of getting our campaign noticed.

They also needed to deliver strong response-driven messages that justified the editor giving up valuable paid space in the newspaper.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
• 108,403 players signed up, beating our target by 8.4%.
• Our eCRM programme helped bring in 13,770 players, and exceeded our target by 12.7%.
• Average Open Rates for emails was 19.7% with an average CTR of 3.1%.
• Our most important group to re-engage, our Pro players had an open rate of 27.3% and a CTR of 5.5%.
• CPA for eCRM programme was £1.24, and the Average CPA for the overall campaign was £2.74.

In total 75% of those who played the game were existing Dream Team players, showing that these people remain loyal to the game.