Promotion Staff / Print Distribution - The Sun

Case Study

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 and raise the 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 staff were carefully selected to represent The Sun. The high-calibre promotion-team members distributed retractable banners and branded hats 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), shots of the cheering crowd wearing and holding branded items appeared on all major news channels and football programmes.