IPA Effectiveness Awards 2005: Bronze Award - First Choice

FIRST CHOICE Campaign: Get me out of here: how sponsorship cuts through the jungle on to the high street Client: First Choice Agency: Walker Media Principal authors: Phil Georgiadis, Marie Robinson, Shabaz Shariff With contribution from: Oliver Croom-Johnson, SPP Media used: TV

CASE SUMMARY

First Choice sponsored the third series of ITV's I'm a Celebrity ... Get Me Out of Here!, transmitted in January and February 2004. The campaign made First Choice stand out in a cluttered market, established the brand as the first choice for all holiday needs and provided a unique in-store proposition. The sponsorship package comprised credits on ITV1, ITV2 and the show's online and SMS services, plus promotional DVDs and a competition offering prizes of trips to Australia. I'm a Celebrity was a TV hit, achieving average audiences of more than 11 million viewers. First Choice's pre-tax profits increased by 13 per cent year on year.

JUDGE'S VIEW

"Evaluating the effects of sponsorship is a difficult task but this paper demonstrated that it can be done well and that key learning can be drawn from this case. First Choice's campaign demonstrated a good fit between the brand and the programme and successfully differentiated First Choice from other retailers.

"The use of in-store activity at local branches helped to generate PR and also enhanced staff morale. The judges commended the paper for the use of these techniques."

- Robert Shaw, director, Value Based Marketing Forum.