The agency was briefed to develop a retail campaign that would leverage Dell’s status as the Official IT Equipment Supplier to Springbok Rugby. The objective of the campaign was to create brand affinity and generate sell through of Dell consumer products.
The campaign offered 15 lucky customer and their partners a prize that money can’t buy – an intimate lunch experience with four of South Africa’s Rugby World Cup heroes.
The event which was hosted by John Smit gave the winners the chance to get up close and personal with their heroes, ask them the questions they have always wanted to ask, and leave with a signed memento of the occasion.
The campaign ran for three months across 6 retailers and was supported by prominent instore point-of-sale and an extensive online and social media campaign. The result – a significant increase in retail sales over the period.