Persil Be My Coach


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.

48 sheet posters running nationwide

Persil's Be My Coach campaign - getting parents and kids active again

Skills cards - with special games developed especially for the campaign

Splat ball - with a series of games developed especially for it

Specially designed promotional packs

The Be My Coach website, which acted as an information portal for both parents and kids

If a child was still online after 20 minutes, the site boarded itself up and encouraged them to go outside

A series of short films developed with Nickleodeon TV