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Sports Dad of the Year
interPlay developed a unique annual media competition called the Sports Dad of the Year. The competitions' designed to highlight Australia's celebrity sportsman who are fathers, providing a rare insight into their everyday family lives, with the winner announced on Father's Day.
TV, print, radio and on-line have all joined in on profiling this unique competition with social media now playing a major part in deciding the winner. Channel 9 and News Limited have been the competitions media partners since the inception in 2009. The finalist Sports Dad's are profiled on a uniquely designed website www.sportsdads.com.au which include questions and answers from the athletes about their families, as well as comments from their wives/partners and children plus never before seen family photos. The public are then directed to vote where major prizes can be won!
Some of the biggest names in Australian sport have participated including previous world number one and two-time grand slam tennis champion Lleyton Hewitt, world surfing champion Joel Parkinson, Olympian and world champion swimmer Michael Klim. The NRL representatives have always been strong since the awards inaugural winner John Skandalis' and have included NSW State of Origin skipper Paul Gallen, Dragons Grand Final hero Dean Young, Queensland Origin prop Corey Parker, Australian Test and QLD Origin captain Cameron Smith have also featured along with now retired champions Brett Kimmorley, Nathan Hindmarsh and TV personality Wendell Sailor. AFL has always been the dominate code in the competition when Brett Kirk notched up the codes win in 2010, this was followed by Hawthorn premiership winning captain Sam Mitchell in 2011 and Swans two-time premiership winner Jude Bolton in 2013. Other AFL champions to have featured include Brownlow medal winner Adam Cooney and Collingwood premiership winning skipper Nick Maxwell as well as retired superstars Matthew Lloyd and Michael O'Loughlin. Representing the round ball code have been Socceroo World Cup stars including the man who kicked the Socceroos to their first World Cup in 32 years, John Aloisi with fellow teammates Mark Schwarzer and Archie Thompson. Wallabies excitement machine Mark Gerrard had previously carried rugby union's hopes along with World Cup legend Nathan Sharpe. Finally, world cycling superstar and Tour de France champion Robbie McEwen along with fellow road racer and V8 Supercar star Mark 'Frosty' Winterbottom, who won the the event in 2012, rounded out the list of some of the competitions favourites.
The Sports Dad of the Year winner is provided with funds to donate to his charity of choice with $35,000 already donated to numerous charities. Below are our previous winners;
- 2009 Winner - John Skandalis, NRL - Wests Tigers (donated $5,000 to Sydney Children's Hospital - www.sch.edu.au)
- 2010 Winner - Brett Kirk, AFL - Sydney Swans (donated $10,000 to Redkite - www.redkite.org.au)
- 2011 Winner - Sam Mitchell, AFL - Hawthorn FC (donated $5,000 to Ronald McDonald House - www.rmhc.org.au)
- 2012 Winner - Mark 'Frosty' Winterbottom, V8 Supercars (donated $10,000 to National Breast Cancer Foundation - www.nbcf.org.au)
- 2013 Winner - Jude Bolton, AFL - Sydney Swans (donated $5,000 to Redkite - www.redkite.org.au)
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adidas Dry Max Footy Finals Promotion
Objective
adidas fragrances wanted to showcase its new products that were launched in the latter half of the year with a promotional and product awareness campaign with budget constraints.
Action
interPlay developed a unique promotion that incorporated adidas' other licencsed products during the highly anticipated footy finals season with national TV coverage and TVC placement. Each week over 4 weeks on Channel 9's Wide World of Sports program a promotional segment was designed with the hosts showcasing the product. To leverage this interPlay also negotiated TVC placement nationally in and around the segment with a adidas' global football TVC. The attractive viewer prize pool of over $10,000 ensured a solid voting response and also provided the hosts with an upbeat talking point leading into Australia's sporting season finale. Viewers were directed to a creatively designed website to enter where they were also given product/stockist information as well as viewing the latest TVC - www.adidasdrymax.com
Reaction
"To capitalise on the Footy season finals and a highly targeted and engaged audience viewer-ship with Channel 9's WWOS, interPlay developed a unique TV campaign whereby the new adidas range of Men's Anti-Perspirant Deodorants were promoted by credible Sporting Icons such as Grant Hackett. In addition, interPlay delivered and negotiated a national TV campaign during the Footy Final season to ensure our brand ad received frequency and top of mind targeted exposure. The campaign overall was a success for adidas in that it was targeted, engaging to our consumer audience, and more importantly communicated our products unique point of difference with the competition offer and live reads from credible sporting affiliates" - Rose Duong, Senior Brand Manager COTY
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Imaging@Olympic Park
Objective
Philips Healthcare has an education and research partnership with the new state of the art imaging service facility at Olympic Park in Melbourne called Imaging@Olympic Park. To educate and comfort its patients it wanted to help with unique video content to explain how each of its major procedures are performed from start to finish and to showcase the new facility.
Action
With the assistance of Philips Healthcare a draft script was produced on several procedures. interPlay content and production team then co-ordinated the crew and talent that included Collingwood and Hawthorn AFL Grand Final winning captains Nick Maxwell and Sam Mitchell to deliver the script and showcase the facility. The use of high profile celebrity sports stars ensured that when the content was produced it enabled the patients a comforting and familiar face to relate to as these stars go through the same procedures most seasons. Upon editing, the interPlay content team secured the services of one of the countries most competent voiceover professionals, in TV & radio personality Mike Goldman. Several 3 minute edited clips were produced and used over a number of formats including the companies website, iPad machines in the facilities reception and on social video formats.
Reaction
"interPlay made the challenge of producing an educational video series in a healthcare environment simple! Philips Healthcare was able to respond to our customer Imaging@Olympic Park request for assistance with their healthcare educational clips with an extremely professional solution. Not only did interPlay deliver on top notch talent, they also scripted, directed and produced a number of clips that were above and beyond expectations. Both Philips and Imaging@Olympic Park showcase the project as a best-in-class marketing initiative" - Sarah Campbell, Business Development Director Philips Australasia
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David Beckham Australian Fragrance Launch
Objective
One of world’s most recognisable global personalities David Beckham visited Australia for an exhibition football game. During this trip a media appearance was held to launch David Beckham’s global fragrance in the Myer Sydney store. The event aimed to cement COTY’s (distributor of the David Beckham fragrance) corporate position, introduced the brand, and support its major retailer.
Action
We assisted COTY’s marketing/PR team to incorporate a real-life touch into the media appearance with young football kids aged from 5-13 years taking part in the event launch. This enabled the media to view the event as more that just a pure endorsement exercise and more of a celebration of giving back to these young Australian fans.
Reaction
The event was enormously successful with media from around the world featuring the content of the event as a major part of their news and lifestyle programming within 24 hours. The sales of the product increased by ten fold post the event and have continued to rise.
"We asked the team at interPlay to activate a creative way for us to deliver our PR activity for the launch of the new David Beckham fragrance in Myer City store. They provided the event with a real-life touch incorporating kids of 'the world game' appearing with David giving the kids an experience they will never forget! - interPlay were the perfect extension of our marketing and PR team and we could not have asked for a more positive and extensive global media coverage” - Anita Kaurinovic PR & Communications Manager COTY Australia Pty Limited.
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Live Earth
Objective
Philips announced sponsorship with Live Earth series of concerts, providing them with an unprecedented global platform for their Sense and Simplicity message. The sponsorship aimed to encourage consumers to make the simple switches in their everyday lives and to make an impact on global energy usage and to showcase the simple solutions that Philips offers consumers to lead a greener life. We were used to leverage this sponsorship in the first global event in Sydney.
Action
From sponsorship signing we co-ordinated and activated Philips’ association of Live Earth. This included developing partnerships with media, co-sponsors, promoters, musicians, and event organizers - we became an extension of the Philips marketing team.
We developed media partnerships with News Limited, NOVA, and Foxtel to develop ‘money can’t buy’ promotion/s for their customers, which also included cross-promotions, advertorials and driving customers to special Philips activities. Promotional winners were given a unique ‘green’ hospitality experience with their friends! We also provided corporate hospitality benefits that included celebrity appearances as well as creative visual footage that was sent to Philips Global as an account of the activity.
Reaction
Over 45,000 people attended Live Earth in Sydney with millions of people beamed in via TV and on-line. Philips’ position as a major partner was clearly visible before, during, and after the event. Philips Global commented that ‘Sydney was their best event in the series of global concerts.....’
“Working with interPlay during our global sponsorship of Live Earth was a pleasure. Given the short lead-time from sponsorship sign off to the actual event we needed someone who could creatively leverage our association fast! The team at interPlay provided us with media partnerships which include promotional activity in all News Limited newspapers, radio and TV; they also assisted with event logistics inclusive of corporate hospitality. Their production team also produced a short video depicting the event which we proudly sent off to our global partners – you guys rock!” – Sarah Campbell, Manager Corporate Communications and Sustainability Philips Electronics Australia
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Australian Open Patch Program
Objective
Build brand exposure and credibility in a cost effective way during Australia’s summer.
Action
A patch program was developed to build brand recognition, with Rebel Sports patches being placed on some of the world’s best tennis players during Australia’s summer of tennis series including Australia’s number 1 event, the Australian Open. Matches were strategically chosen for maximum exposure on prime TV with host broadcasters Channel 7 and Fox Sports.
Reaction
With millions watching the event/s on multi media platforms as well as hundreds of thousands in attendance, Rebel Sport achieved its goal of credibility in sport and endorsement of some of the world’s best tennis players at a minimal outlay.
“The team at interPlay provided Rebel Sport with a unique way of bringing life to our brand via the stars of world tennis, it was a great way to send our brand message and give us high profile credibility in a cost effective way with Australia’s biggest sporting events and the partnership with the world’s best players. The activity provided us with positive feedback from our suppliers and customers alike whilst also providing us with thousands of dollars worth of media exposure. interPlay also provided some edited visual content that we will be able to utlise along with imagery for marketing activities – thanks again for this opportunity!” - Kristian Haigh, National Partnership Manager Rebel Sport Ltd
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adidas Deodorant Promotion
Objective
adidas fragrances’ launched their new adidas Action 3 antiperspirant product and the company needed a way to bring the product to life in conjunction with retail partner, Priceline.
Action
We developed an exclusive in-store promotion throughout Priceline stores nationally. The campaign included the development of marketing and point of sale materials including a competition website and in-store banners. Customers who purchased the adidas fragrance were prompted to enter a competition to win unique prizes including Vespa style scooters. On the back of the exclusive promotion we secured prime retail space in key Priceline stores to build in-store theaters where the unique prizes were displayed alongside product and marketing materials. A pointer advertisement was also placed in the Priceline catalogue to promote the competition.
Reaction
adidas fragrances and Priceline were impressed by the multi-faced campaign which led to the desired increase in brand awareness and a boost in retail sales. Thousands of entries were received via the website which provided the company with an added benefit – an accurate database of adidas fragrance consumers for future promotions and internal research!
“I would like to say a very big thank you to Paul and the team at interPlay who worked with the COTY marketing team in running a successful multi media promotion in Priceline stores nationally. Additional in-store theater was also created to bring the adidas Action 3 deodorant promotion to life and generate ‘eyeballs’ on the product. The promotional winners were elated with their unique prizes plus the promotion provided us with positive feedback from our major retail partner. interPlay also provided us with accurate measurements and database details of our customers. Thanks again!” – Barbara Webster, Marketing Director COTY Beauty Brands
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M&M's NRL Club Colours
Objective
We were commissioned to increase awareness of a new licensed product from M&M’s where NRL fans could now enjoy Australia’s favourite candy covered chocolate treats, in their own NRL club colours.
Action
We introduced a group of high profile representative NRL players to be ambassadors of the launch as well as incorporating relationships with NRL Clubs and media. We continued to act as a consultant to incorporate various PR activities and event co-ordination during the season.
Reaction
We obtained great media coverage and support from a number of NRL Clubs as the product became a talking point within the game and its fan base.
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