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Sports 50 for Grant's Whisky

Task

Increase awareness of Grant’s Whisky by engaging with existing and target consumers.


Approach

Tapping into the target audience’s love of sport, we created Grant’s Sport 50 – a search for the world’s top 50 sporting occasions to enjoy in your lifetime. Working alongside the Sports Journalist Association, we drew up an initial shortlist of events and created www.sport50.com. This was seeded to the media urging consumers to go online to vote for their number one occasion. Legendary England cricketer, Alec Stewart, was brought on board as a spokesperson and interviews were placed with key nationals to drive additional traffic to the website. The competition was open for two weeks, after which the results were announced to the media with The Boxing Day test at The Ashes in Australia claiming the number one spot.


Impact

Over a two month period, coverage was achieved in 14 national newspapers and 21 radio and TV stations including live debate on Radio 5 and Talk Sport, generating over 17,000 votes on the website. Over 40 million consumers were reached with three opportunities to see per target consumer.