#Vueltaskelta
Award Category
Media/Entertainment/Travel & Leisure
Agency
MediaCom
Client
Foxtel and Eurosport
Sponsor
Objectives
MediaCom needed to break the perception that all the best cycling is showing on SBS and to showcase Eurosport. Its target was to increase Eurosport’s cumulative reach by 25% with a budget of just $50,000.
Campaign
MediaCom defined Eurosport’s target audience as hardcore cyclists, focussing on the 313,000 Australians for whom cycling is their number one passion. The agency tapped into the social aspect of cycling by finding a role for Eurosport within the cycling conversations that mattered. It employed a combination of social, mobile and digital content partnerships to mobilise key influencers and cut through to this passionate audience. The Vuelta a Espana event was used to start the conversation by challenging Australia’s cycling community to match the climbs the peloton endure in the actual races. For the ‘#Vueltaskelta’ MediaCom partnered with the blog Cycling Tips which allowed it to engage climbers and drive word-of-mouth about the gruelling test. Cyclists were encouraged to post updates about their challenge using the hashtag and Eurosport-branded coffee carts were positioned along key cycling routes across Australia.
Results
Nearly 10,000 cyclists entered the challenge and Eurosport handed out more than 1000 branded coffees. Just under a million social impressions were generated around the #Vueltaskelta hashtag and a cumulative audience of 750,000 was reached.
Judges Comments
Original creative thinking that went above and beyond a $50K budget. Participation plus innovation to a passionate audience in a courageous tech execution.
