Wolf Blass & The Eagle.

Keeping an eagle eye on the game

Objective: Cement the brand as the stand out sponsor of a global sporting event.Following Wolf Blass’ announcement of its 2019 sponsorship of the ICC Men’s Cricket World Cup – one of 21 sponsors of the coveted tournament- there was a job to be done to cut through the noise and reach the desired audience ahead of the event.

Insight:Disruption to play is a common cause of frustration for cricket fans, who are trying to enjoy the already lengthy matches.

Stirring emotion:

Provide a playful yet practical solution that clearly linked back to the brand.

Solution:

‘Wolf The Eagle’ was enlisted to survey Lord’s, with striking images sold into national and regional publications. ‘Wolf’ was then hidden in a gigapixel image hosted by The Daily Telegraph online for readers to win match tickets. Consumers and press were hosted at ‘The Chase’; a multi-sensory wine experience and talk, where cricket legends shared tales from their careers, generating cut through in key lifestyle press.

Output

22

Pieces of coverage achieved across the campaign, including 5 x nationals. Totalling a reach of more than 130million.

Outtake

100%

Of coverage included at least one key message, with 85% of all coverage included a branded image.

Outcome

3.5k

Consumers entered the Telegraph competition, 40 tickets sold out for the opening and a further 10K visited ‘The Chase’ over the weekend following the talk.