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3 Mobile’s sponsorship of the 2008/2009 Australian Test Cricket
The Challenge
- Leverage 3 Mobile’s sponsorship of the 2008/2009 Australian Test Cricket Series
- Deliver 30,000 phone demonstrations
- Demonstrate 3 mobile content packages and Nokia handset features
- Reward existing 3 customers
The Solution
- The 3 Zone – creation of a state of the art, fully converted shipping container that opened up to reveal an interactive zone.
- The zone included massage chairs, media area, in-built entertainment with an LCD/ AV stereo system, chill out zone
and a life size version of the men of cricket calendar
- 3 mobile brand ambassadors supported the container activation, conducting 3 mobile content demonstrations and encouraging
people to visit the 3 zone
- 3 mobile customer rewards:
- distribution of gift bags
- 3 VIP competition experience including a seat upgrade, chair cushions and hostesses serving food and drinks
The Solution
- 31,865 handset demonstrations conducted (increase of 39% on 2007/08)
- 6,730 customer reward bags distributed to existing 3 mobile customers
- 3,000 people received a free massage
- Channel 9 conducted a live cross from the container in Melb & Syd
- Container provided the ‘wow’ factor and helped reinforce 3 mobile’s major sponsor position with cricket
I have worked with Impact as the client on numerous programmes. Their attention to detail and diligence in the execution of their initiatives generated results that surpassed all objectives.
“Combined with their robust understanding of both sponsorship leverage and major events management and activation in terms of consumer engagement and tactical execution, Impact ranks as one of the leading experiential marketing agencies. The team at Impact is a mega team to work with
Ian Jickell, Sponsorship & Partnership Manager, Hutchison 3 mobile
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