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Copy of Dove Men+Care "A Rugby Partnership"

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Tom Ainscough

on 26 November 2012

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Transcript of Copy of Dove Men+Care "A Rugby Partnership"

The target audience are traditionally very difficult to communicate with; they are more open to our brand conversations if we hold them around their passion points

Rugby demonstrates the biggest overindex vs target consumer

Rugby also has the broadest gender appeal (35:65 female male split). As a result Dove Men+Care are hitting their secondary shopper, the female

The rugby sponsorship provides a platform from which to amplify brand exposure across multiple media channels through in stadia contractual rights, promotions, use of players, ambassadors and sampling Improved awareness of Dove Men+Care deodorants & conviction
in efficacy credentials SEE KPI: AWARENESS Closer identification with Dove Men+Care as a masculine brand for them, offering powerful protection but not drying out the skin DO KPI: TRIAL Closer identification with Dove Men+Care as a masculine brand for them, offering powerful protection but not drying out the skin FEEL KPI: MASCULINE ATTRIBUTES The Dove Men+Care range launched in 2010, and whilst the product made inroads into the male product category, there were areas that needed bolstering

The key elements to be addressed were relevance amongst the target audience, brand presence and conversion to conviction

The objective was to make men aware of Dove Men+Care product range, and perceive the product as a premium, masculine and effective MARRIED / LIVING WITH PARTNER CONFIDENT A PARENT AGED 35-45 FAMILY IS IMPORTANT COMFORTABLE IN HIS
OWN SKIN An International Sports Marketing & Entertainment Group working with brands, federations and countries.

Operating under Chime Sports Marketing (CSM), part of Chime Communications plc. a FTSE quoted company

Executive Chairman Lord Sebastian Coe

The only major, specialist global sports & entertainment network headquartered in the UK

Offices in 15 territories

More than 670+ specialists globally

Over 150 clients across 40 different sports & entertainment properties LAND ROVER &
IRB RUGBY WORLD CUP HSBC
SEVENS WORLD SERIES HEINEKEN &
IRB RUGBY WORLD CUP Reach key global audiences - customers and fans - through meaningful experiences that demonstrate HSBC’s understanding of rugby and fans requirements

Also enhance HSBC corporate reputation through media programme and relationship development through hosted guest experiences Use 7s as platform to develop HSBC rugby presence globally and ongoing, providing experiences ‘beyond the norm’ to engage core audiences

Focus key activation in core markets Hong Kong, Dubai and London

Engage with key customers and staff in all major and developing markets for buy-in and understanding

Consistency of look and feel across all tournaments, whilst tailoring locally as appropriate Integrated comms, PR, stakeholder campaign and consistent look and feel in each territory

HSBC special experience areas in Dubai and London:
‘Surprise and delight’ experience for customers to bring a friend to an exclusive area to receive free drinks and ambassador interaction
VIP hospitality for invited HSBC guests, treated to a ‘want for nothing’ rugby experience of F&B, ambassador insights and ‘useful’ merchandise

Facebooth’s used in Wellington, Adelaide & London:
Fans have their faces painted, pictures taken in front of a branded backdrop then made available through Facebook 232 hours of brand exposure of 4m, from 6 TV covered events

224 print articles, 437 online articles

Over 1,000 photos uploaded to HSBC 7WS facebook site

850+ guests entertained in VIP hospitality across all tournaments

Established look and feel for 2011/12 Season Drive awareness of RWC 2011 and brand awareness and familiarity within global target audience

Drive sales through lead generation

Communicate key brand & product messages within emotive rugby context to drive brand knowledge, appeal & consideration Assist key markets with RWC 2011 activation and communications

Utilise assets, including ambassadors, to represent the brand and provide credibility to communications

Create engaging events and incentives to encourage data collection

Activate premium match day experiences at rugby grounds for customers, dealers, media and incentive winners

Use digital properties and PR to extend sponsorship message

Educate and engage internal audience Activation of Land Rover’s rights across the 360’ marketing mix

Full rights management delivery in NZ and coordination of all market approvals

Sufficiently engage the audience to share personal data through use of the brands’ rugby assets – mTP experience within fan areas and exclusive incentives at on ground vehicle displays

Provision of toolkits and assets to all markets for Marketing and PR

Negotiation and management of title sponsorship of RWC 2011 app

Creation and management of ambassador programme

Creation of bespoke hospitality programmes to engage with key people Seven key Land Rover markets engaged with RWC 2011

Data capture delivered in NZ across 42 events with 6,925 responses, 852,950 responses collected globally

Board exposure led to £15m+ net media value

PR value of £1.9m+ from 284 items of media coverage on a limited budget

3.25 million app downloads

824 tickets and 380 hospitality passes delivered, 75 transfers made over Finals weekend Toolkit: produced for markets with clear guidelines and templates

PR: Trophy tour within which markets could engage, sponsorship not officially launched (no stunts) , organised photoshoots

Contractual branding: Banner, Match Day & Right Protection programme

Extensive Travel and Tour programme: Central tool provided but with flexibility to tailor the packages to suit market requirements Achieve top of mind awareness for Heineken and be perceived as 1 of the top 3 tournament sponsors

Use RWC to build brand equity and communicate consistent brand values

Use RWC to increase volume through distribution, loyalty and trial Build relevance (impact and imprint) of the brand with the consumer through:

Reach: Reaching exactly the right group of consumers in the right context, at the right moment

Relevance: Hanging out with the right guys

Breadth: Saying things in a Brand-typical way TTL, making sure the personality come across Total global volume (2007) – 27,975,295 HL

Markets activated RWC2007 – 14,949,248 HL = 53% of global total

TV Audience of 3.5 billion

Heineken was the most frequently recalled sponsor of the RWC 2007 in the UK, Australia, New Zealand and South Africa (19.7%, 33,3%, 42.7% and 20.2% respectively)

Heineken entertained over 7,000 people during their hospitality programme ESSENTIALLY INTRODUCTION ESSENTIALLY RUGBY UNION UNILEVER ESSENTIALLY ESSENTIALLY CONSULTANCY ESSENTIALLY ATHLETE MANAGEMENT DOVE MEN+CARE THE BRIEF DOVE MEN+CARE THE CONSUMER DOVE MEN+CARE WHY RUGBY? DOVE MEN+CARE WHAT THE SPONSORSHIP DELIVERS SURE FOR MEN & CRICKET LYNX
ALL NIGHTER PR: 90 articles – a reach of 90,371,699 with a value of £3,035,139

Suremen Digital E-player: >5 million impressions

Website:
Bespoke cricket website with >255,000 visitors and an average dwell time of 4 mins
69,727 entrants into “win Ashes tickets” competition
Viral campaign delivered over 80,000 views

Test Match Ground partnership:
30% weighted media value of £2,564,000 against an ABC1 male audience
Experiential
188,000 samples across 15 days of sampling at international cricket

Sales
Year on year sales volume
Increase of 30% (2008 v 2009) HSBC SEVENS WORLD SERIES THE CHALLENGE HSBC SEVENS WORLD SERIES INSIGHT & STRATEGY HSBC SEVENS WORLD SERIES OUR ACTIVITY HSBC SEVENS WORLD SERIES RESULTS LAND ROVER & RWC THE CHALLENGE LAND ROVER & RWC INSIGHT & STRATEGY OUR ACTIVITY RESULTS LAND ROVER & RWC LAND ROVER & RWC THE CHALLENGE INSIGHT & STRATEGY OUR ACTIVITY RESULTS HEINEKEN & RWC HEINEKEN & RWC HEINEKEN & RWC HEINEKEN & RWC ESSENTIALLY OVERVIEW FLUENT IN SPORT & ENTERTAINMENT MARKETING OFFICE LOCATIONS CSM OUR COMPANIES & SERVICES Brand Consultancy Sponsorship & TV Rights Sales Rights Activation Event Creation Event Bidding & Legacy Planning Experiential Branding Athlete Management PR & Communications Hospitality Services Advertising Sales YEAR 1 OBJECTIVES To establish a brand presence within rugby and connect with the target audience

To underline the masculinity of the new brand

To get male users between 35-55 years buying Dove Men+Care YEAR 1 PLATFORMS YEAR 1 EUROPEAN RUGBY YEAR 1 DOVE MEN CHALLENGE YEAR 1 6 NATIONS YEAR 1 MEDIA & ADVERTISING YEAR 1 AMBASSADOR YEAR 1 CONTRACTUAL RIGHTS YEAR 1 IMAGES & VIDEOS YEAR 1 AMPLIFICATION MEDIA PROMOTIONS RETAIL PROMOTIONS SAMPLING AMLIN CHALLENGE CUP & HEINEKEN CUP FINALS GRASS ROOTS YEAR 1 RESULTS The Dove Men+Care Challenge alone achieved over £2m in media value for Dove Men+Care against an ABC1 male audience

Dove Men+Care had become a £13m brand by the close of 2011

Following January - June 2012, when rugby activity was at it's highest, brand awareness had increased by 50%

Dove Men+Care has shown the fastest growing loyalty of any male deodorant brand YEAR 2 OBJECTIVES & STRATEGY Objectives:
Adopt focused research methods to evaluate increased awareness of the brand
Use rugby, through the Dove Men Series, as a platform to launch the new Face Care range
Reinforce Dove Men+Care messaging around other key rugby properties including the 6 Nations and British & Irish Lions Tour of Australia in 2013
Build brand preference & affinity
Extend sales opportunities for retailers

Strategy:
Establish partnerships with each of the Home Unions to ensure a comprehensive UK & Ireland presence, delivering valuable assets to retailers in those regions
Identify supporting media and advertising partnerships that can amplify the sponsorship message to Dove Men+Care's target demographic YEAR 2 EUROPEAN RUGBY YEAR 2 CONTRACTUAL RIGHTS YEAR 2 IMAGES & VIDEOS YEAR 2 AMPLIFICATION YEAR 2 PLATFORMS RESULTS YEAR 2 DAILY TELEGRAPH &
TALK SPORT PARTNERSHIPS E-PLAYER TWICKENHAM & RICHMOND RAIL STATIONS REFTALK TICKET PROMOTIONS MEDIA / PLAYER INTERVIEWS SHANE WILLIAMS FAREWELL YEAR 1 IMAGES & VIDEOS YEAR 1 AMPLIFICATION DESIGNATION

Heineken Cup:
'Official Male Grooming Partner of the Heineken Cup'
'Official Male Grooming Partner of the ERC'

Amlin Challenge Cup:
'Official Male Grooming Partner of the Amlin Challenge Cup' 1,167,478
cumulative audience Broadcast across
UK, Ireland,
France & Italy 7,000,000
audience on
Sky Sports
alone during
2011/12 season LOGOS

Right to create a composite of the brand and tournament logos USE OF PLAYER IMAGERY

Right to use images promoting the competitions (N.B. 3 player rule) TICKETS

Heineken Cup:
Pool Stages: 20
Quarter Finals: 30
Semi Finals: 100
Final: 200
Amlin Challenge Cup:
Pool Stages: on request
Quarter Finals: 10
Semi Finals: 20
Final: 40 HOSPITALITY

Heineken Cup:
Pool Stages: 2 x VIP
Quarter Finals: 4 x VIP
Semi Finals: 4 x VIP
Final: 10 x VIP BRANDING

Match Day Programme
Front cover logo
1 x Programme ad
Big Screen / PA / Media Backdrops
Perimeter Boards:
Heineken Cup
Pool Stages: 5 x TV arc boards
Knock Out Stages: 6 x TV arc boards
Amlin Challenge Cup:
5 TV arc boards SAMPLING RIGHTS

Right at all matches subject to ERC, Club & H&S approval MERCHANDISE & MEMORABILIA

1 x Shirt & 1 x Ball per Heineken Cup & Amlin Challenge Cup finalist team Essentially worked with Dove Men+Care to expand the brand's association with rugby from an international, to European club, to grassroots level.

With over 1,100 kids playing, Dove Men+Care provided sampling, raffle prizes, post pad protectors and corner pads to ELRFC for the Effingham & Leatherhead Minis Rugby Festival. Essentially managed hospitality for Dove Men+Care at the Millennium Stadium for the Dove Men Challenge, and five boxes for the Heineken Cup Final for Unilever VIPs, competition winners & retailers

All boxes were fully branded, and included goodie bags with personalised signed merchandise from brand ambassador Will Greenwood

In addition, Essentially fulfilled prizes for winners of the 'Coin Toss' competition, promoted through the Daily Telegraph and TalkSport. As a result the competition was present in print, online, radio, as well as social media sites Facebook & Twitter Dove Men+Care had the right to distribute samples on exit from most stadiums at which they have branding rights across the UK and Ireland.

In addition to this, opportunities to sample arose through:
Sport Relief (Sainsbury's HQ)
Effingham & Leatherhead Mini Rugby Festival
Twickenham & Richmond Stations Total Sampled: 177,936 Location: Richmond & Twickenham Stations

Date: 17 March

Event: Eng v Ire (6 Nations)

Deodorant: 24,000
Shower Gel: 24,000 Location: Sainsbury's HQ

Date: 22 March

Event: Sport Relief

Deodorant: 1,000
Shower Gel: 1,000 Location: Effingham Rugby Ground

Date: 25 March

Event: Effingham & Leatherhead Mini Rugby Festival

Deodorant: 1,000
Shower Gel: 2,000 Location: Vicarage Road, Watford

Date: 17 April

Event: Heineken Cup Quarter Final

Deodorant: 6,000
Shower Gel: 6,000 Location: Twickenham Stadium, Richmond & Twickenham Stations

Date: 19 May

Event: Heineken Cup Final

Deodorant: 26,000
Shower Gel: 37,000 Location: Richmond & Twickenham Stations

Date: 26/27 May

Event: Aviva Premiership Final / England v Barbarians

Deodorant: 27,492
Shower Gel: 22,444 A 'Money can't buy prize' was offered to Tesco UK as an exclusive competition

Dove Men+Care's LED assets were also tagged with Tesco at the Millennium Stadium during the 2012 Six Nations Tickets and sole & exclusives were used to leverage exposure across online, print & radio channels THE DAILY TELEGRAPH Tickets Placed: 12
Readership: 2,084,000 THE SUNDAY TIMES
UK Tickets Placed: 144
Readership: 935,442 PLANET RUGBY Tickets Placed: 44
Readership: 400,000 p/m SPORTS GURU Tickets Placed: 4
Readership: 9,000 p/m RUGBY BLOG Tickets Placed: 34
Readership: 9,000 p/m BATH CHRONICLE Tickets Placed: 12
Readership: 17,400 NORTHAMPTON CHRONICLE Tickets Placed: 12
Readership: 16,414 ESPN SCRUM Tickets Placed: 26
Readership: 70,000 p/m HOUNSLOW CHRONICLE Tickets Placed: 8
Readership: 20,750 EDINBURGH EVENING NEWS Tickets Placed: 6
Readership: 37,250 THE SUNDAY TIMES
ROI Tickets Placed: 48
Readership: 110,114 SCOTTISH RUGBY BLOG Tickets Placed: 24
Readership: 16,454 TALK SPORT Tickets Placed: 12
Listeners: 3,000,000 YEAR 1 CONTRACTUAL RIGHTS DESIGNATION

Autumn Internationals:
'Official Sponsor of Wales v Australia'
'Dove Men+Care Challenge'

6 Nations
'Official Partner of the Welsh Rugby Union'
'Official Sponsor of Welsh Rugby' LOGOS

Right to create a composite of the brand and union logos USE OF PLAYER IMAGERY

FOC images of WRU players supplied by WRU (N.B. 3 player rule) TICKETS

Dove Men+Care Challenge:
100 FOC best category HOSPITALITY

Dove Men+Care Challenge
1 hospitality box for up to 24 guests with full F&B x 4 matches;
2 VIP invitations to WRU's Official Match Function in the President's Lounge BRANDING

Dove Men+Care Challenge:
Match day programme
Sponsor welcome, front cover logo, 1 x advertisement
Stadium bowl dominance
18 mins LED, 4 static boards, 30 second tier boards, pitch painting & kits
Stadium concourse dominance
200 A4 posters, 10 lightboxes, TV screens
Stadium exterior dominance
2 mast banners, 1 billboard, other welcome banners SAMPLING RIGHTS

Possible at each match subject to WRU approval MERCHANDISE & MEMORABILIA

1 x playing shirt & 1 ball signed by WRU players DOVE MEN CHALLENGE:
Wales v Australia
Millennium Stadium, Cardiff
03 November 2011 Re-match of the
IRB Rugby World Cup 2011
Bronze Medal Match Dove Men+Care brand ambassador Shane Williams earned his final cap for Wales 70,000
people in attendance 2.5m
BBC One
television audience Essentially identified strategic partnerships, aligned with Dove Men+Care's rugby properties, to take the campaign from one of brand awareness to brand engagement. These also enhanced relationships with key stakeholders at all levels of sport. The Dove Men+Care Challenge was Shane Williams' final match for his country and the weeks leading up to framed Shane as the hot topic with the media

As title sponsor of the Dove Men+Care Challenge and with Shane in position as a brand ambassador, Essentially facilitated opportunities to heighten Dove Men+Care's association with rugby and Shane, as both an exemplary player and dedicated family man.

Shane Williams 'Farewell Book'
A press release and images were sent out to local media prior to the match to notify the public
10 promo staff sourced signatures from well wishers on the match day as well as from fellow players and fans at the WRU Official Store
Over 1,500 messages were collected on 03 December alone
The final book was bound and presented to Shane as a gift from Dove Men+Care

Media interviews with Shane Williams were presented to key journalists and production team as part of contracted WRU time, and as Dove Men+Care ambassador Essentially set up an interview with George North & Shane Williams for David Walsh, Chief Sports Writer for The Sunday Times, 1 week prior to the Dove Men Challenge Dove Men+Care had full ownership of the article including a competition strip dedicated to the match, with a branded tagline and mention in copy Essentially also facilitated interviews with Sam Warburton and Shane Williams securing taglines and brand messaging within copy THE DAILY TELEGRAPH 5 pairs of tickets ESPN SRCRUM.COM Tickets & Half Time Kicking Competition THE SUNDAY TIMES Tickets &
VIP Experience RADIO CARDIFF Tickets Only THE RUGBY BLOG Tickets Only RUGBY DUMP Tickets Only PLANET RUGBY Tickets Only 30 tickets were placed as prizes with the following publications: The objective was to show the culmination of Dove Men+Care's year of sponsorship and ensure that all supporters attending the Amlin Challenge Cup or Heineken Cup Final were fully aware of the brand's sponsorship Essentially identified Twickenham & Richmond stations as appropriate high footfall areas at which to secure complete branding ownership for the month of May, covering:
Amlin Challenge Cup Final (18 May)
Heineken Cup Final (19 May)
Aviva Premiership Final (26 May)
England v Barbarians (27 May) In excess of 500,000 people passed through these stations during that period. The objective was to dial up brand's association with rugby around a tournament in which Dove Men+Care had limited rights due to RBS's title sponsorship Essentially identified a partnership with ePlayer as an effective means of up weighting Dove Men+Care's association with the 6 Nations and respective unions. ePlayer are the leading 6 Nations match highlights content provider, reaching over 750,000 rugby fans viewing 1.5m clips The channel content included:
Coverage of all match action
Up to 10 minute highlight packages
Content available 24 hours after the final whistle
Key player interviews and reaction The objective was to translate the message of Dove Men+Care's presence in rugby from the stadium and match goers to the target demographic ex stadia Essentially worked with Mindshare to establish a Daily Telegraph & TalkSport partnership which included traditional advertising, advertorial, sponsored infographics and radio bumpers All exposure was up weighted through strategic use of ambassadors as contributors to talk shows and post match analysis The Sunday Times 'Heineken Cup Round Table event was also sponsored by Dove Men+Care in association with a fully sponsored supplement and event at Aviva Stadium in Dublin Sport Magazine featured sponsored coverage in full wraps around key stages of the Heineken Cup tournament WILL GREENWOOD SHANE WILLIAMS YEAR 1 YEAR 1 Essentially identified and appointed Will Greenwood & Shane Williams as ambassadors for the brand. Training Day with Shane Williams

Daily Telegraph contributions including Dove Men Panel

Internal Appearance (Brand Cascade)

ATL Photo shoot

Heineken Cup Final

Advert voice over recording Training day with Will Greenwood

Metro columnist

Daily Telegraph & TalkSport contributions including Dove Men Panel

Full media day with signicant coverage including BBC Breakfast METRO BBC BREAKFAST SUNDAY TELEGRAPH DAILY TELEGRAPH INDEPENDENT ON SUNDAY DAILY STAR SKY SPORTS TALKSPORT DAILY MIRROR BBC ONE Dove Men+Care received 5 minutes of LED branding across each Home Union YEAR 2 MEDIA & ADVERTISING DAILY TELEGRAPH &
TALK SPORT PARTNERSHIPS YEAR 2 DOVE MEN+CARE SERIES YEAR 2 AMBASSADOR YEAR 2 HOME UNIONS DESIGNATION

Heineken Cup:
'Official Male Grooming Partner of the Heineken Cup'
'Official Male Grooming Partner of the ERC'

Amlin Challenge Cup:
'Official Male Grooming Partner of the Amlin Challenge Cup' LOGOS

Right to create a composite of the brand and tournament logos USE OF PLAYER IMAGERY

Right to use images promoting the competitions (N.B. 3 player rule) TICKETS

Heineken Cup:
Pool Stages: 20
Quarter Finals: 30
Semi Finals: 100
Final: 200
Amlin Challenge Cup:
Pool Stages: on request
Quarter Finals: 10
Semi Finals: 20
Final: 40 HOSPITALITY

Heineken Cup:
Pool Stages: 2 x VIP
Quarter Finals: 4 x VIP
Semi Finals: 4 x VIP
Final: 10 x VIP BRANDING

Match Day Programme
Front cover logo
1 x Programme ad
Big Screen / PA / Media Backdrops
Perimeter Boards:
Heineken Cup
Pool Stages: 5 x TV arc boards
Knock Out Stages: 6 x TV arc boards
Amlin Challenge Cup:
5 TV arc boards SAMPLING RIGHTS

Right at all matches subject to ERC, Club & H&S approval MERCHANDISE & MEMORABILIA

1 x Shirt & 1 x Ball per Heineken Cup & Amlin Challenge Cup finalist team YEAR 2 CONTRACTUAL RIGHTS DESIGNATION

Autumn Internationals
'Official Sponsor of the Welsh Autumn Internationals'
'Dove Men+Care Series'

6 Nations:
'Official Partner of the Welsh Rugby Union'
'Official Sponsor of Welsh Rugby' LOGOS

Right to create a composite of the brand and Union logos USE OF PLAYER IMAGERY

Right to use images of WRU players supplied by WRU (N.B. 3 player rule) TICKETS

Dove Men+Care Series:
100 FOC best category tickets
100 right to purchase tickets

6 Nations
40 FOC tickets per match HOSPITALITY

Heineken Cup:
Pool Stages: 2 x VIP
Quarter Finals: 4 x VIP
Semi Finals: 4 x VIP
Final: 10 x VIP BRANDING

Dove Men+Care Series:
Match day programme
Sponsor welcome, front cover logo, 1 x advertisement
Stadium bowl dominance
18 mins LED, 4 static boards, 30 second tier boards, pitch painting & kits
Stadium concourse dominance
200 A4 posters, 10 lightboxes, TV screens
Stadium exterior dominance
2 mast banners, 1 billboard, other welcome banners SAMPLING RIGHTS

Possible at each match subject to WRU approval MERCHANDISE & MEMORABILIA

1 x playing shirt & 1 ball signed by WRU players YEAR 2 IMAGES & VIDEOS Dove Men+Care Series is broadcast live on the BBC Network throughout November A cumulative audience of 6.5m people have tuned in to watch Wales take on Argentina, Samoa, New Zealand and Australia YEAR 2 AMPLIFICATION SAMPLING & REFTALK
Post match sampling was scheduled for the following matches based on capacity crowds:
24 Nov: Wal v NZ (72,500 sold out)
01 Dec: Wal v Aus (60,000 TBC)

35,000 Face Care product samples & Boots vouchers were distributed in a 45 minute period as fans exited the stadium following Wal v NZ

1,300 samples were also delivered across the hospitality boxes for VIP guests

Pre match, Dove Men+Care sponsored RefTalk radioss are available for purchase on major concourses MEDIA PROMOTIONS KIT MAN COIN TOSS HALF TIME KICKERS HOSPITALITY TICKETS MEDIA INTERVIEWS RETAIL PROMOTIONS AMLIN CHALLENGE & HEINEKEN CUP FINALS SAMPLING MEDIA PROMOTIONS Amlin Challenge Cup Final & Heineken Cup Final will be in Dublin in May 2013

Dove Men+Care will sample and sponsor the fully branded shuttle bus from the fan village to the Aviva Stadium on Final match day Prime opportunity to deliver assets to key Irish retailers: Retailer: Tesco

Timing: Feb 13

Elements:
Hospitality Box
20 tickets to Heineken Cup Final Retailer: Dunnes

Timing: Feb 13

Elements:
Heineken Cup Experience: behind the scenes of Aviva Stadium, coin toss, signed ball, 4 tickets to Heineken Cup Final
10 tickets to Heineken Cup Final To expand on the WRU partnership and to match the brand's reach across the Home Nations, Dove Men+Care partnered with the following prior to the Southern Hemisphere opposition arriving for the Autumn Internationals IRFU CONTRACTUAL RIGHTS Official Designation:
An Official Sponsor / Partner of the IRFU
Logo:
Right to create a composite logo comprising of the Union and brand logos
Tickets & Hospitality:
12 person box for IRE v SA
12 person box for IRE v ENG
2 VIP tickets to all Autumn Internationals and 1 6 Nations match
10 FOC tickets and 10 right to purchase tickets for any home international
Programme:
1 full page advertisement Branding / Advertising:
10 mins of scrollers
2 x fixed signs on 3rd tier
Player Appearances:
3 players available on 4 occassions
Website & Social Media:
IRFU website to feature Dove Men+Care logo and a link from website
IRFU shall promote relationship via Facebook & Twitter
Sampling:
Right to distribute samples at each home International
Merchandise:
4 x signed jerseys
Sole & Exclusives:
To be discussed PHOTOS & VIDEO RFU CONTRACTUAL RIGHTS Official Designation:
N/A
Logo:
Right to use Twickenham Stadium logo only
Tickets & Hospitality:
10 person box for ENG v NZ
10 person box for ENG v SCO
6 FOC tickets to 6 Nations & 8 FOC to Autumn Internationals
10 FOC tickets and 10 right to purchase tickets for any home international
Branding / Advertising:
1 full page advertisement in match day programme
8 minutes of LED for all matches
Big screen advert
Sampling:
Right to distribute samples at London Sevens or England v Barbarians CONTRACTUAL RIGHTS Official Designation:
An Official Sponsor / Partner of Scottish Rugby
Logo:
Right to create a composite logo comprising of the Union and brand logos
Tickets & Hospitality:
10 hospitality places for an Autumn International & 2 6 Nations home matches every year
20 FOC tickets and 10 right to purchase for any home International
Programme:
1 full page advertisement
Big Screen:
2 x 30 second adverts on screen Branding / Advertising:
8 mins of LED
2 TV facing second tier boards
Player Appearances:
3 players available on 1 occassions
Website & Social Media:
SRU website to feature Dove Men+Care logo and a link from website
SRU shall promote relationship via Facebook & Twitter
Sampling:
Right to distribute samples at each home International
Sole & Exclusives:
Kit man promotion
6 individuals to attend Captain's Run SRU PHOTOS & VIDEO PHOTOS & VIDEO MEDIA PROMOTIONS RETAIL PROMOTIONS Essentially created prize packages and ticket only promotions to use as leveraged with national, regional and online press THE SUNDAY TIMES
ROUND TABLE ESPN 6 NATIONS FANTASY RUGBY COMPETITION SCRUM CAM SAMSUNG Plans are in place to replicate Year 1's
media plan, upweighting supplement sponsorship in key areas
e.g. Daily Telegraph & Autumn Internationals Replication of 2011/12 Round Table Event in Dublin Dove Men+Care have partnered with ESPN Scrum.com to sponsor the most played 6 Nations Fantasy Game in the UK

ESPNScrum.com is the most comprehensive rugby website online. Almost 80% are male, with over 50% aged between 24-45

During the 6 Nations in 2012, there were:
8 million page impressions in UK
350,000 unique users in UK
66,000 entrants

Home page takeovers have been negotitated during key dates Pioneering the new Samsung TV technology, Dove Men+Care were able to deliver credible and engaging content through using archived footage of Shane Williams & Will Greenwood

36 winners were contacted and awarded tickets to the Final match in the Dove Men+Care Series to watch Wales v Australia Images form the ATL photoshoot with WIll Greenwood were finalised and launched as part of the Daily Telegraph supplement in November

Shane Williams has been re-contracted to To promote the new Face Care range, Dove Men+Care were able to leverage their relationship with the WRU to deliver the Welsh International Training Centre, and international prop Adam Jones to feature in a film shoot, delivering the key message: "Your face says it all" Following a successful inaugural event at Alexandra Palace in 2010, the 2nd Lynx All Nighter took place the Coronet Theatre attracting a crowd of 2,500 people with an artist line up from the current dance scene including the chart topping Calvin Harris.

Essentially event managed the Lynx All Nighter for the second year running. A mind blowing performance was delivered by the Calvin Harris and other great sets from Alex Metric, The Japanese Popstars, Fred Falke, Chris Lake and Burns.

Essentially and EMI Music worked with Unilever to create an event that supported a successful campaign that delivered for Lynx and Tesco’s.

Creating a controlled environment  provided Lynx with the ability to brand the live music.

A brilliant Tesco in store activation led to strong sales results and a hugely successful full price feature. Consumers loved it and Music Star has become Unilever’s 3rd best selling Lynx deodorant in store.

Success was achieved across the execution of a multi-channel communication plan especially from a digital perspective. In year 1 Essentially and EMI Music also bought on Kiss 100 and Mirror Group to provide two strong media platforms to promote the event. Essentially are the #1 agency in world rugby
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