STREET SOCCER TOURNAMENT by Mindshare Amsterdam for Calve

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STREET SOCCER TOURNAMENT

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Industry Sauces
Media Promo & PR, Case study
Market Netherlands
Agency Mindshare Amsterdam
Released May 2009

Credits & Description

Category: Best Use of Integrated Media
Advertiser: UNILEVER
Product/Service: CALVÉ PEANUT BUTTER
Date of First Appearance: May 4 2009 12:00AM
Entrant Company: MINDSHARE, Amsterdam, THE NETHERLANDS
Entry URL: http://www.calvestraatvoetbal.nl/
Business Planning Director: Antoinette Herfkens (Mindshare)
Exchange Director RTV: Trisha Muller (Mindshare)
Chief Executive Officer/Client Leader Unilever: Ruud de Langen (Mindshare)
: Steven Sedee (GroupM/Trefpunt)
Media placement: TV Campaign - RTL, Nickelodeon, SBS, STER - 19 Jan 2009
Media placement: Magazines - Flair, J/M, Nick Magazine - 19 Jan 2009
Media placement: Online - Banners - Nickelodeon.nl - 12 Jan 2009
Media placement: TV Non Spot / Tv Format - Nickelodeon.nl - 4 May 2009
Media placement: TV Non Spot / Promo's - Nickelodeon - 4 May 2009
Media placement: Online Newsletter, Video, Forum - Nickelodeon - 4 May 2009
Media placement: Magazine Editorial - Nickelodeon, Donald Duck - 11 May 2009
Media placement: Online Videobanners, Newsletter - Nickelodeon.nl, Donald Duck.nl - 25 May 2009
Media placement: Dailies - Ads Announce - NRP, Telegraaf - 4 May 2009
Media placement: Instore Media Mag., Displays - Albert Heijn (Biggest Retailer) - 4 May 2009

Results and Effectiveness
This campaign shows very healthy positive results for all partners! The whole partnership resulted in a positive sales index of 117 for the volume share of Calvé peanut butter. And around 600k of free publicity was generated with over 500 publications. Also the relationship with Albert Heijn improved because this activation was really different from regular ‘flat promotions’. And partner KNVB is very enthusiastic about the increasing popularity of street soccer. We’ve made more kids start playing street soccer by organizing 1,000 street soccer tournaments, with an increase of 29% of participating kids in the tournaments. And almost 400,000 Calvé street soccer items were distributed.

Creative Execution
Calvé peanut butter became official sponsor of the street soccer tournaments of the KNVB and supported this with a 3-phase campaign. During the first phase extra local tournaments were organised next to Albert Heijn supermarkets which resulted in combined regional finals and a big final in Amsterdam. In the second phase a shop-floor promotion was done with Albert Heijn and in the last phase an online competition. With the last two phases street soccer items were distributed to stimulate kids to play more street soccer at home as well. For the mums we’ve generated awareness for the sponsorship with a lot of PR, advertorials in magazines, DM, Albert Heijn local media, the KNVB media partnerships and with an extra TV tag on for the shop-floor promotion. Kids where reached with a 360° Nickelodeon partnership by using TV, online, magazine, their newsletter and participation in the highly rated soccer TV programme of the KNVB.

Insights, Strategy & the Idea

Unilever’s ambition is to bring more vitality to life. Calvé peanut butter is one of their brands to do so. As sponsor of the Royal Dutch Soccer Association (KNVB), our marketing challenge is to develop an activation which connects Calvé and KNVB in order to differentiate Calvé from other peanut butter brands by improving the health perception of Calvé peanut butter. The primary target is mums with kids as the buyers of Calvé. Secondary kids of 6-12 years are also important because 77% of the sandwich spread is decided by them. The partnership was made even stronger by cooperating with the biggest Dutch retailer Albert Heijn, because families are the most important target group for them as well. Central idea of the partnership of Calvé, KNVB and Albert Heijn was helping mums to stimulate kids to get away from TV and game consoles and start exercising more in combination with good food.