Everyone knows that kids aren't playing enough sport. And research has shown that more than anything else, kids want their parents to get involved. So, 'Be My Coach' was born. A campaign to encourage parents and kids to get out there, start playing together and having fun.
We created a unique sports pack, that contained a unique skills ball, a series of skills cards, a stopwatch and a DVD, all of which was given away with tokens from specially branded Persil packs. A bespoke website (created with Digit) was a portal for parents and kids to gather information on how to get involved.
The campaign ran across European and national media, both Print and TV, and included a series of short programmes in collaboration with Nickelodeon TV. The results speak for themselves: a 25% UK sales increase in the month of the launch, 20% higher sales than ever before with Tesco promotion and pack redemptions far exceeding industry standards.