Nature Valley | Live Events
Olympic Sponsorship Package
The Challenge
2012 Olympics Sponsorship
The Idea
Multi-faceted Campaign
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Maximise the Nature Valley 3rd Tier Olympics Sponsorship with a massive sampling drive
Effective delivery of 5 million samples to key target audience during the London Olympics in 2012 making sure to capture the brands true essence in what was a heavily saturated environment.
Engaging consumers in a range of different environments using branded hit squad teams and roadshow as part of the nationwide Olympic Torch Relay Tour
Three routes were chosen to distribute five million bars across a three-month period: on the Olympic Torch Relay route, at railways stations and via regional hit squads.
Nature Valley was the only Tier 3 sponsor to have an experiential set as part of the Torch Route Celebration Sites – a “Hay Bale Hurdle” Barn where friends could race against each other in the style of the brand ATL.
The sampling team distributed samples to a number of high-profile visitors including, Cliff Richard, Kelly Holmes, The Wanted, Amir Khan, Will.i.am & many more.
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