Delivering to an Olympic Standard
i2i marketing have been racing out of the starting blocks and into the Olympic spirit by bringing Nature Valley, the official cereal bar provider of London 2012, to consumers the length and breadth of Great Britain.
This has been a record-breaking campaign, worthy of a sampling Gold, as getting five million bars out to the public in the space of 3 months has been a considerable challenge. It's one we've really enjoyed rising to.
Our sampling and experiential teams have been an integral part of the official Olympic Torch route every step of the way. Despite facing some challenging British summer weather, it has been brilliant to see the massive crowds, with typical British pluck, turn out in force over 69 consecutive days. Attendance has been far greater than anyone predicted, and we've estimated we've been seen by almost 5 million people, delivering almost 2 million of our target on the torch route alone.
By the end of the campaign we estimate that nearly 25% of the UK will have seen the Nature Valley team as it continues with sampling programmes at stations, transport hubs and in the regions. Fantastic consumer reaction, amazing sample numbers and with one week to go, (and reaching for one final cheesy sporting metaphor!) - the finish line is in sight! It has been a privilege for i2i to have been involved with the Nature Valley Olympic sponsorship and, when we've caught our breath, we'll be able to outline the full impact of this campaign.