Case Studies - The Sun

Client: The Sun

Agency: OOTB

Campaign: Event hijacking for The Sun.

Target Audience:

Sports fans at an England football match

Brief:

To execute an event hijacking campaign to increase awareness, raise profile and positive brand association of The Sun Newspaper, amongst football supporters at the England Vs Greece World Cup Qualifier at Old Trafford.

Campaign Description:

A team of 20 carefully selected staff were selected to represent the Sun. The high calibre promotional team members distributed retraceable banners and branded hats around to England fans as they arrived at the match.

Results:

• 40,000 branded hats and 40,000 retractable banners were handed out amongst 55,000 supporters.
• 70% of all people inside the stadium were either wearing a Sun branded hat or waving a Sun branded banner.
• When England scored (in the dying minutes of the game), the shots of the cheering crowd wearing and holding branded items appeared on all major news channels and football programmes.