Campaign Media Awards 2013: Best Total Communications Programme

Campaign Media Awards 2013: Best Total Communications Programme

BT and Sainsbury's

The 2012 Paralympics turned out to be a triumph, not only in showcasing the courage of the athletes but in changing attitudes to disability. But there were no certainties when Channel 4 won the TV rights in 2010 and no precedent existed for a commercialised Paralympics.

Pulling it off successfully – 40 million people watched the TV coverage – was down to the alliance between Channel 4, its agencies Drum and Maxus, and their commercial partners, Sainsbury’s and BT. As a result of initiatives such as the award-winning "meet the superhumans" film, awareness of the Paralympics rose fivefold and 64 per cent of viewers said they felt more positively towards disability.

Both BT and Sainsbury’s scored well as liked and trusted brands, and Sainsbury’s reported a 5.6 per cent sales growth across the 2012 summer.

Topics

You have

[DAYS_LEFT] Days left

of your free trial

Subscribe now

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Share

1 Meet the new breed of ad agency chiefs

A new wave of first-time CEOs are opting to do things differently in an evolving landscape. They discuss the business model of the future with Jeremy Lee.

Case study: How 'This girl can' got 1.6 million women exercising
Shares0
Share

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published

More