24 February 2012
Vodafone was Onepartners foundation client and we are proud to still be working with them 8 years on. Our work with the Vodafone sponsorship team has covered Rugby, AFL, Grand Prix and more recently cricket. We love cricket!
The 2010/11 summer of cricket was a biggie. The old enemy was here to create history and win the Ashes on Aussie soil, while Vodafone were celebrating their appointment as naming rights partner for one of the greatest sporting rivalries on earth.
The summer series was one to forget for Aussie cricket fans, but our Business cricket activity for Vodafone, targeting existing business relationships, was a smash hit! To build on that success, Onepartners were tasked with developing a similar program the following season for small businesses across Australia.
In February 2012, we launched the Vodafone Biz Hit, a FREE cricket league created just for small businesses. Vodafone Biz Hit is simple and quite brilliant really! We wanted everyone that came along to be able to have fun and play…and let’s face it we know it couldn’t go on for days…so we took the indoor cricket rules and adapted for outdoor use. Everyone gets to bat, everyone has to bowl and it’s all wrapped up in a fun, FREE, team building exercise.
Vodafone Biz Hit year 1 is underway, and we are all ready planning for year 2.
Be sure to check back for our full season wrap up and action shots of the inaugural Biz Hit Business Cricket League. In the mean time, check it out for yourself at www.vodafonebizhit.com.au
4 December 2011
“Shake things up” was the brief from Nokia for their 2011 Good Vibrations Festival activity.
Driven by a need to shift brand perception and truly engage with the youth audience, Onepartners created the Nokia Dance Off and did just that.
In one of the most successful festival activations, Onepartners tapped into the dance craze phenomenon and engaged more than 20,000 festival goers across the four festivals.
The best (and worst) dancers were all captured in HD on the Nokia N8 and uploaded to the Nokia Facebook page where consumers could vote for their favourite.
A deal with festival partner Nova FM promoted the competition to one million people nationally and drove consumers to the Facebook promotion.
The videos were viewed 25,000 times online and the most voted for dancer won a trip to shake it up in Ibiza!
30 June 2011
Too cool for school?
You would think the Canon's huge market share in Digital Still Cameras would deliver the same in their Digital Video Recorder range. Apparently not, as sales staff found it an easier sell to convert Canon brand equity to a Sony DVR sale.
Challenging that dynamic was our brief from Canon and through our proprietary shopper planning process we uncovered a number of powerful shopper barriers. It was clearly time to disrupt the category, so we developed the Canon Movie School promotion.
Based on our Experience-With-Purchase strategy, we rewarded shoppers with a ticket to the Canon Movie School, created and executed through a brand partnership with Apple. Beautifully bringing to life Canon's brand proposition of 'Advanced Simplicity', we educated people on how to get the best from their Canon DVRs.
The focus was the sales staff who attended the movie school prior to the program going live. Trade attendance rates were unprecedented with thousands attending and a parallel CRM program offering personalised promotions and offers to encourage loyalty.
22 June 2011
PureVia is a natural sweetener, but it’s not sugar.
CSR came to Onepartners for help in entering the 'sugar-alternative' battle against established brands like Equal and Sugarine – both artificial products. Railing against low understanding of the product and low brand awareness, Onepartners strategy was simple. Tell consumers about it, get them to taste it and drive them to buy it. It worked.
Partnering with Woolworths, we delivered a multi-touchpoint in-store sampling strategy that drove sales up a massive 700%.
Our activity was situated in the Woolworths Fresh Food section of the store.
Surrounded by fresh fruit and vegetable, the natural message was easy to swallow, as was the delicious sample concoction of fruit, muesli, yoghurt and PureVia. This method was chosen following group research activity to identify what food combination highlighted the taste of PureVia best.
In order to sweeten the deal, a National at-shelf promotion encouraged purchase and enticed PureVia into the shopping basket.
15 June 2011
Keno’s integrated approach to it’s NRL sponsorship flowed through from on-premise promotions, targeted media buys and broadcast hook-ups, right through to the Grand Final in-stadium activation.
Firstly, there was the Keno Backyard BBQ. Taking over a whole row of seating, we created an awesome backyard BBQ-styled area to host 4 Keno promo winners and their guests. You haven’t lived until you have sat on a big lounge, in a big stadium, watching the big game. Not forgetting a big cold beer.
Next we created some scale. All 40 thousand punters that entered the stadium (over 18 years of age), were given a free Keno Grand Final Ball draw ticket. At 4 times during the day a ball draw was performed on the big screen and 4 lucky spectators won a $5,000 cold hard over-sized novelty cheque.
And in case you missed the big screen replays, the in-ground announcements, the promo staff at every gate, the ticket checking stations on every level, the crowd scan of the BBQ area or the on-field signage… a giant inflatable Keno ball was set up in the precinct to really cement the brand association.
30 March 2011
Vodafone = Power to You. And it doesn’t get more powerful than Vodafone McLaren F1.
Being the naming rights sponsor of one of the world’s leading F1 teams comes with it’s benefits, but how did Onepartners put Vodafone customers in pole position to enjoy them?
Grand Prix visitors experienced what it's like to be in the pit lane with a real F1 car and to see how fast they could change the tyres in a pit stop! And there was no road side assistance! The Pit Stop Challenge had customers lined up wanting to record the fastest time of the day and get the opportunity to tour the the actual Vodafone McLaren Pits.
During any major event, the lanyard becomes a status symbol, and it became the perfect vehicle to get Vodafone customers in direct contact with the Vodafone McLaren drivers.
Distributing 20,000 lanyards to Vodafone customers gave them the power to access FREE race updates direct from the pits, in addition to regular voice messages from Lewis Hamilton and Jenson Button, all delivered straight to their Vodafone mobile.
22 March 2011
Mastering the Match for Barilla.
Barilla were selling a whole lot more pasta than they were sauce, so they asked us to help drive sales of their sauce – in turn creating reason for dual purchase.
Through our proprietary shopper planning process, we identified a lack of education around the perfect match of pasta and sauce. As any masterful chef will tell you, it's an art!
In a category leading move, we developed an on-pack promotion that offered an 'experience with purchase'. Across the nation, thousands of shoppers attended Barilla Italian Cooking Schools, learning to master the match.
In addition, thousands more claimed free Al Dente cookbooks.
2 March 2011
Nokia 'Comes with Music Sound Lounge'
There's amplification, and there's AMPLIFICATION.
Seriously, how good does this activation look? Like a beacon for fun, Onepartners took Nokia’s global creative, mixed it with 2 of the hottest live music sponsorships around and turned up the volume to max.
Leveraging Nokia’s Good Vibrations and V-Festival partnerships, we created an immersive festival experience that 'came with music' at every opportunity. Would you like music with that massage? How about a slushie to go with that free track? At every turn(table) the Nokia Sound Lounge integrated a musical touch-point, driving home the message that with the new Nokia handsets, you get music included!
Amongst a number of world first’s for Nokia, and a few Aussie firsts for festivals, we created a festival-wide WiFi zone that allowed attendees to interact with our app and get the most from their live music experience.
Used as a global test case for Nokia, we literally wrote the handbook on how to activate a Music Festival.
2 February 2011
There is something the Gabba does differently to the other major AFL grounds in the country.
Instead of fining the crowd for invading the pitch, spectators are actually invited out on to the ground after the siren. A free for all kick-a-thon ensues and this is where Onepartners identified a cracking opportunity for Vodafone, the naming rights partner of the Brisbane Lions.
We harnessed the after-match energy and created the 'Entertainment Quarter' a new segment of the game experience featuring an assortment of organised activities for fans, bringing order to the chaos and adding real value to the after match festivities.
A band kept the energy up while kids, families and footy wannabe’s pitted their skills in handball, kicking and agility tests. But that's not all. Every week 3 of the AFL stars would come down onto the ground for autograph signing and picture taking. We took 10,000 shots across the season, sent direct to Vodafone mobiles or downloaded via a specially created microsite.
2 April 2010
The challenge to Onepartners; achieve incremental sales growth for the Lynx kids sports shoe brand in a declining retail climate!
Our insights told us there had been a resurgence of handball in school playgrounds across the nation. Kids are always on the lookout for something new, and the six weeks over summer was a long time between (handball) games.
The Lynx National Handball Championships road show was born, tapping into kids competitive nature and driving a deeper brand relationship.
Shopping malls across Australia were destinations for kids during the summer school holidays, making perfect locations for the nation’s hottest handball players to go up against each other, while mums got a welcome respite. Most importantly, shopping malls offered a direct link to retail (Lynx is sold through Mathers and Williams stores).
Anticipation for the events was built through a range of touch-points across the Nickelodeon and K- Zone brand platform partnerships.
The handball championships were a huge success; over 1,500 kids competed with 42,000+ spectators watching from the sidelines. A further 9,000 undertook the handball challenge online, plus communication reached 200,000 kids across the K-Zone database.
Sales growth of 25% and an additional $1.4mill on the bottom line was nothing short of brilliant.
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