Leveraging a sponsorship
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WHAT TO DO WHEN YOU HAVE A BIG IDEA,
BUT THE SPONSORSHIP PROGRAM IS A LONG WAY OFF?
BUT THE SPONSORSHIP PROGRAM IS A LONG WAY OFF?
| The Challenge: We presented a tactical big idea, which the client loved. Only problem was Head Office in Europe was taking too long to approve the budget. How do you leverage a sporting team you don’t have – we weren’t allowed to show them, their opposition, their name or logo… and still get the ad into the paper in 3 days time! | The Solution: We took full-page ads in major dailies the day of the game…and leveraged the supporters, instead of the players. | The Result: Randstad Europe challenged their global offices to take a leaf out of Australia’s book and be bold. |
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