Sainsbury's Promo, Case study HERE'S TO EXTRAORDINARY by AMV BBDO London

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HERE'S TO EXTRAORDINARY

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Industry Supermarkets
Media Promo & PR, Case study
Market United Kingdom
Agency AMV BBDO London
Executive Creative Director Paul Brazier
Creative Director Ben Kerr
Released January 2013

Credits & Description

Advertiser: SAINSBURY'S
Agency: ABBOTT MEAD VICKERS BBDO
Category: Best Use of Branded Content & Sponsorship
Advertising campaign: HERE'S TO EXTRAORDINARY
Media Group Manager: Becca Bunbury (PHD)
Creative Director: Ben Kerr (Drum)
Media Director: Charlotte Wells (PHD)
Account Director: Gemma Findlay (AMV BBDO)
Executive Producer: Broadcast/Branded Content: Diana Elkins (IMG)
Advertising Manager: Laura Boothby (Sainsbury's)
Head Of Brand Communications: Mel Matson (Sainsbury's)
Executive Creative Director: Paul Brazier (AMV BBDO)
Managing Partner: Verica Djurdevic (PHD)
Partnership Leader: Rob Ramsay (Channel 4)
Account Manager: Will Oakes (AMV BBDO)
Senior Planner: Sophie Lewis (AMV BBDO)
Business Director: Anna Hancock (PHD)
Brand Manager: Helen Prince (Sainsbury's)
Content Producer: Jess Brady (Drum)
Partnerships: Michelle Halpin (Channel 4)
Head of Sponsorship : Jat Sohota (Sainsbury's)
Campaign Manager: Marc Cudd (Sainsbury's)
Head Of Ip And Entertainment: Simon Wells (Drum)
Sponsorship Manager : Tim Lennox (Sainsbury's)

Effectiveness
- 7.2million adults in the UK who saw the videos agreed Sainsbury’s is helping the nation to change the way they think about disability. (This is 14% of the entire UK adult population)- Sainsbury’s outperformed all of its competitors for the first time by increasing by 5% on points for Consumer empathy compared to before the games. - Sainsbury’s ‘Brand awareness’ and ‘Consideration’ also hit highest ever levels, reducing the gap between Sainsbury’s and market-leader Tesco to its smallest margin in two years.- And due to the success of bringing Paralympians to life, Sainsbury’s moved to No.1 ‘helpful-supermarket.’

Strategy
Paralympians have to work harder to overcome the barriers their disabilities present. Their successes are impressive but are even more compelling once you’ve discovered the stories behind that success. This is why Sainsbury’s, the UK’s No.3 supermarket took what looked like a massive gamble when it signed up to become the only sole sponsor of the 2012 Paralympic Games – an event which didn’t arrive with global superstars, takes place just weeks after the ‘real’ Olympics and was loaded with unjustified prejudice about the quality of its competitors. With the theme of 'Here’s to extraordinary', Sainsbury’s set out to get the UK to appreciate that Paralympians are every bit as committed and talented as other professional sportsperson. Long-form content could do something that advertising couldn’t – fully tell the behind-the-scenes stories and get people emotionally connected to athletes and sports they would have previously never shown an interest in.

Execution
We created 30 x 3-minute films about 10 of the UK’s most promising Paralympians and ran them for in the run up to the Games in an exclusive content deal with the official UK broadcaster of the Paralympics, Channel 4.The films introduced audiences to the training regimes, families and hopes & dreams of athletes from a range of sports and were scheduled as stand-alone programmes in peak-time slots on Channel 4.In addition to the films, we conceived and created an online blind football game on Channel 4’s official Paralympic website, which almost literally put players in the shoes of the Paralympic Footballers, replicating their experience by challenging players to pass, tackle and score goals through use of their hearing alone. Together they delivered two very different insights into Paralympian experiences which worked together to emotionally engage AND educate the UK.