Objective: •
UK Online, broadband company and official supplier
to Team GB, needed to
bring to life its sponsorship during the 2006
Winter Olympics. •
The brand needed to reach 18-35 year old urban
consumers, with a focus on
greater London, to build brand awareness and credibility
through its association
with Team GB.
Activity: •
Threepipe created the 'UK Online Winter Lodge',
a fully branded, interactive venue
designed to excite consumers and the media about
the Winter Olympics.
•
The Winter Lodge, hosted at East Londaon bar Sosho,
was used to host events
for the media and general public and was the focal
point of the PR effort
before and during the Olympics, with all coverage
directing consumers
to the campaign microsite. •
Long lead interviews were organised with some
key Team GB athletes, including
Chemmy Alcott, Kristan Bromley, Finlay Mickel
and Sara Lindsay. •
Threepipe organised promotions with the likes
of XFM, The Mirror, The Sun and
T4, sending lucky winners on a VIP trip to Turin. •
TA media trip to visit the GB Bobsleigh team in
St Moritz just before the Olympics
was organised, giving key media the opportunity
to experience the
bobsleigh and interview team members.
Results: •
The Winter Lodge campaign delivered exceptional
results in terms of media exposure
for UK Online and as a brand experience venue. •
Over 40 pieces of print, online and broadcast
media coverage were generated,
including GQ, The Guardian, XFM, London Sport,
Radio 5, talksport,
BBC, Metro, The Sun, Mirror, The Times, In Style,
View London and
Urban Junkies. •
UK Online's brand profile was significantly increased
as a result of the Winter
Lodge project, leading to more visitors to their
website and increased
customer enquiries. •
Sosho recorded an increase of 25% on its usual
visitor levels for the duration
of the Winter Lodge project, due to the PR coverage
generated.
