Olympic kit as a campaign gift and sponsorship booster.

Strategy and goal

The client, a main sponsor of the 2004 Olympic Games in Athens, wanted to use its sponsorship in a campaign promoting selected mobile phone models. The campaign was to run at Nordic level.

Target group

The client wanted to attract active people who would find the new mobile phones with their wealth of new functions and options appealing – and handy too in an active lifestyle.

Solution

We developed an Olympic kit consisting of a rucksack, sunglasses, towel and water bottle for outdoor pursuits. In all, 50,000 kits were produced and sold as a combo pack with the mobile phone. Logistically, the assignment entailed assembling the contents into packages produced by the client, packing 100 kits per pallet, 16 pallets per lorry – for delivery over a five-week period. The campaign was so successful that the client put in a new order for another 45,000 rucksacks for a specific campaign promoting one of their mobile phone models.