Nature Valley

Nature Valley | Live Events

Olympic Sponsorship Package

Type: Live Events Client: Nature Valley
The Challenge

2012 Olympics Sponsorship

Maximise the Nature Valley 3rd Tier Olympics Sponsorship with a massive sampling drive

Effective delivery of 5 million samples to key target audience during the London Olympics in 2012 making sure to capture the brands true essence in what was a heavily saturated environment.

The Idea

Multi-faceted Campaign

Engaging consumers in a range of different environments using branded hit squad teams and roadshow as part of the nationwide Olympic Torch Relay Tour

Three routes were chosen to distribute five million bars across a three-month period: on the Olympic Torch Relay route, at railways stations and via regional hit squads.

Nature Valley was the only Tier 3 sponsor to have an experiential set as part of the Torch Route Celebration Sites – a “Hay Bale Hurdle” Barn where friends could race against each other in the style of the brand ATL.

The sampling team distributed samples to a number of high-profile visitors including, Cliff Richard, Kelly Holmes, The Wanted, Amir Khan, Will.i.am & many more.

Nature Valley
Nature Valley
Nature Valley
Nature Valley
The Impact

166

Days

20 Million

Opportunity to see

5.1 Million

Samples delivered

1.2 Million

Coupons
    testimonials
  • “i2i have been fantastic to work with and have confidently delivered this multi-disciplined promotion.”

    Aquafresh, Brand Manager

  • testimonials
  • “i2i have been a fantastic agency to work with and have a created phenomenal experience for iso-active. I am sure the consumers reaction matched ours.”

    Iso Active, Brand Manager

  • testimonials
  • “i2i did a fantastic job bringing Paula to life. The activity successfully reached a high proportion of mums and kids in a fun and engaging format. The campaign was an integral part of achieving 13.4% market share of the kids treats market within 9 months.”

    Paula, Brand Manager

  • testimonials
  • “From the outset, i2i understood what the brand needed to achieve, their professionalism and passion ensured that consumers were delivered the best possible MAOAM experience.”

    MAOAM, Brand Manager

  • testimonials
  • “i2i worked brilliantly and seamlessly with us to develop a campaign that simply delivered outstanding results. Truly remarkable given that we were two years behind other Olympics sponsors in our planning. Success despite the perfect storm – truly incredible!”

    General Mills, Olympic Project Director

  • testimonials
  • The Coeur de Cognac stand took everyone’s breath away. I have had emails from clients and visitors commenting on this. Coeur de Cognac was most certainly the talk of the event.

    Foodies Festival, Project Manager

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