Work Next project

Wolf Blass

THE OBJECTIVE

Establish the brand as the stand out sponsor of a global sporting event.

Following Wolf Blass’ announcement of its sponsorship of the ICC Men’s Cricket World Cup – one of 21 sponsors – there was a job to be done to cut through the noise and reach the desired audience ahead of the event.

THE INSIGHT

Cricket is famously a lengthy affair. And while fans love that, they don’t love disruption to play.

OUR JOB

To make sure Wolf Blass was the most memorable, most stand-out sponsor of the ICC Men’s Cricket World Cup. And to enhance the fans’ experience before, during and after the event.

STIRRING EMOTION

Enable consumers to unleash their creativity in a playful fashion.

THE STIR WAY

Enter: Wolf the Eagle!

We launched a mascot to help keep the pitch free of interruptions and drive media coverage. Fans were entertained with a ‘Finding wolf’ Gigapixel photo competition hosted on The Telegraph Online. Then came The Chase – a ticketed sensory wine experience with guest appearances from cricketing legends Nick Knight, Charlotte Edwards and Michael Clarke.

Impact and implications

Output

22

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

Outtake

100%

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

Outcome

3,500

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.

More work


Miele

Inspiring an influential fashionista tribe