MEC Access scoops double Hollis Sponsorship Awards success
4 April, 2011
MEC Access, (www.mecglobal.co.uk
), continued its recent success at the Hollis Sponsorship Awards by taking home two prestigious awards in the ‘Best Brand’ and ‘Best Media’ categories for 2011. Best Media Sponsorship – Specsavers
The ‘Best Media Sponsorship’ category was awarded to Specsavers for its TV Book Club campaign. MEC Access partnered with Cactus TV, the creators of the Richard and Judy Book Club, and together developed the brand new programme ‘The TV Book Club’, which was 100% ad-funded by Specsavers. With a new and fresh format created by Cactus TV, each book presented on the show was stickered with the Specsavers branded TV Book Club logo which helped promote the company as a trusted guide. As well as off air activation, the partnership resulted in over a million books stickered and saw bespoke POS in-store and window displays in WH Smith and Waterstones.
The Hollis Award recognised the fantastic results for the campaign. TV transmissions reached over 7 million individuals and 1.6m ABC1 Adults 45+ (13 per cent.) The first run of episodes on More4 delivered an index of 120 versus the core target audience. The programme delivered a consistently strong audience of over 420,000 viewers per episode making it by far the biggest book property on UK television. This activity really put Specsavers at the heart of reading. Best Brand Sponsorship – Evian
MEC Access’ Evian campaign for Wimbledon saw them collect the ‘Best Brand Sponsorship’ category. This was the third year of the sponsorship and MEC Access faced its toughest challenge; building on previous successes with no budget for national advertising and with the FIFA World Cup dominating the news agenda, the supermarket shelves and the public’s imagination. MEC Access created a campaign that saw the first ever use of the Wimbledon logo on pack amongst sponsors and deliver Evian’s first on pack promotion in 11 years. The campaign saw the brand’s first ever content partnership, taking the sponsorship digital, which resulted in exceeded sales targets and online success. The results were outstanding. Over 10,000 competition entries, 1,200 photos uploaded from the queue, nearly one million views of Evian’s ‘Off court’ videos and a prompted sponsorship awareness remained at 22 per cent. On site sales increased 20 per cent to 210,000 despite a ten per cent drop in overall attendance and volume sales increased by 6.5 per cent versus 2009 from 46 million litres to 49 million litres.
The two award wins demonstrate the continued success of MEC Access at the Hollis Awards, where last year, the agency won in both the ‘Sports Sponsorship’ and ‘Best Use of Research’ categories. It also capitalises on the agency’s success having been named as Marketing’s Sponsorship Agency of The Year 2010.
Tove Okunniwa, managing partner, MEC Access, said: “To build on our recent success in these prestigious industry awards is a real achievement for the team. We were faced with two challenging briefs and to see our solutions recognised is hugely rewarding. The success we have achieved is in no small part due to the hard work, dedication and team spirit that we have at MEC Access. We’re naturally delighted that our campaigns have proved effective for our clients and are now also recognised by the industry.” For more information, please contact:
Anna Foster / Ben Gold / Lucy Werner
T: 020 7927 9999
E: firstname.lastname@example.org About MEC
MEC delivers value by creating, implementing and measuring communication solutions that actively engage people with brands.
Media planning and buying ~ Digital media ~ Search ~ Performance marketing ~ Social media ~ Analytics and Insight ~ Sport, Entertainment & Cause ~ Multi-cultural ~ Content ~ Retail ~ Integrated planning Our 4,000 highly talented and motivated people work with domestic and international clients in 84 countries. We are a founding partner of GroupM. To find out more, visit us at www.mecglobal.com