Woolworths and Tennis Australia join forces to feed fresh talent

2015

As one of Australia’s biggest everyday brands, Woolworths wanted to find a way to demonstrate their commitment to providing fresh food to all Australians, creating stronger connections with communities around the country.   

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w 23% BOOST IN BRAND POSITIVITY

the brief:

ENTRENCHING WOOLWORTHS INTO A HEALTHY & HAPPY AUSSIE SUMMER.

We had bold ambitions to make a major impact in the minds of all Aussies, so they knew that when it came to value and freshness in summer, Woolworths was the brand to turn to. 

Woollies had been broadcast partner of the iconic Australian Open Tennis in 2014, and in 2015 we recommended they really step up to the service line and own the tennis relationship.

The Australian Open is an anchor of the Australian summer calendar, with close to 20 sponsors. In this first year as an on-ground sponsor we had to ensure we created a unique, own-able territory in order to stand out amongst the clutter.

The primary brand goal was to increase Woollies credentials as the Fresh Food People. We needed to do this through tennis in a unique, relevant and scalable way across both the on-ground and broadcast components of the partnership. So began Woolworths and Tennis Australia’s Summer of Tennis!

 

THE STRATEGY:

FEEDING FRESH TALENT

Rather than take the obvious route of focusing on the players, we turned our attention to the fans - both aspiring tennis players and die-hard supporters, with a particular focus on families and kids.

Understanding the ultimate goal for parents is to have healthy and happy kids, we focused on both the talented ball kids and the family fun the Aussie Open offers.

We brought our brand positioning to life through a strategy of ‘Feeding Fresh Talent’. This strategy came to life in two key ways - the Woolworths Fresh Food Fair and a sponsorship of the Australian Woolworths Ball Kids at all the Australian Open Series events. 

the execution

GAME ON FOR THE WHOLE FAMILY

With only three weeks to devise and activate a best-in-class partnership, we set to work creating a relevant and natural alignment to ensure our partnership on-ground and in media were as impactful and meaningful as possible.

Firstly, we created a space that allowed us to showcase all elements of a healthy lifestyle, as well as giving families their own space to unwind amidst the hustle and bustle of the Aussie Open crowds.

The Woolworths Fresh Food Fair was an activation site on ground that became the ultimate destination for families across the tournament. Families could watch the tennis on the giant screen whilst relaxing in the beanbags and the toddlers could play with the Disney activations. 

Older kids and adults could test their ball skills at the Ball Kid activations and meet real Ball Kids! The Woolworths Kiosk provided hot and cold beverages, freshly made sandwiches and salads – and the very popular “WW Kids Lunchbox” (considered the best value at the Open). 

In order to showcase the range of fresh produce at the Woollies Inspiration marquee, Channel Seven’s very own Fast Ed cooked up delicious dishes – with four cooking demonstrations daily, featuring fresh produce and exclusive products, sampling the days hero produce/products.  

A Seven Producer and Director would visit the Woolworths’ Fresh Food Fair every morning and record a ‘live’ cross, featuring what was happening at the site that day, with the segment aired within the next few hours.

With something new happening daily – whether it was the amazing fresh recipes, Tennis Legends (Lindsay Davenport, Alisha Mollik, and Henri Leconte) or even our own Woollies farmers visiting the site, we were able to create best-in-class, on- site/in- broadcast content across the tournament period.

FRESH TALENT IN ACTION

Our partnership with Tennis Australia also allowed us to also become the official sponsors of the Ball Kids.  Traditionally the Aussie Open Series and the Ball Kid programmes all operate independently, on a state by state basis, however our sponsorship provided much-needed investment, allowing this program to be driven nationally. 

Another important task we had was to establish the partnership and encourage kids to test their skills and sign up for future tournaments.

To drive interest, we ran a series of Ball Kid activations at the Woolworths Fresh Food Fair. We showcased their intense training and skills, encouraging kids to test their abilities through skills-based activations (i.e. Speed Roll and Drop Serve). Ball Kid training sessions with tennis legend Henri Leconte were hugely entertaining on-site and then used as a scalable content piece through our Network Seven broadcast partnership. We heroed the Ball Kids by showcasing their family stories and the Woolworths Ball Kid Awards, featuring them in our content series and official TVC’s.

The Results

Woolworths Summer of Tennis effectiveness highlights included the following outstanding results across both brand NPS, campaign recall, and sales:

Impact on key brand statements:

  •         “Am more positive about the brand” - 23% higher than study average
  •         “Tells me something new about the supermarket” – 24% higher than study average
  •         “Am more likely to find out more” – 10% higher than study average


Our media partnerships drove high recognition levels:

TOM advertising recall reached its highest point across a six month period during the two weeks of the Australian Open, driving an unprecedented 11 point gap against our core competitor!

Overall sales:

Across the Summer of Tennis (Dec to Feb) Woolworths saw an average 2.9% increase in weekly sales, a significant number for the grocery category.

All this in only three weeks! This marked an impressive activation absolutely delivering on a cut-through strategy for Woolworths to make their mark in a hugely cluttered environment.

Our team efforts created a never seen before family friendly zone in the heart of the Aussie Open, providing parents and kids with great fresh food, family fun and a focus on the fresh talent of the Ball Kids.

In partnership with the Aussie Open and Network Seven, Woolworths has become an integral part of every family’s summer of tennis.

w 23% BOOST IN BRAND POSITIVITY
$ 2.9% AVERAGE WEEKLY SALES INCREASE
E 11 POINT OVER CORE COMPETITOR TOM AD RECALL
B&T: Best Use of Sponsorship

B&T: Best Use of Sponsorship

Shortlisted (announcement: Dec 4th) 2015

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