06 Jun HIVE’S TOP FIVE – DID YOU MAKE THE CUT?
As 2016 draws to a close, we thought we’d take a moment to reflect on a big year in sports activation… Our insurers have paid out over $200,000 in winners across 42 activities.
To share some of the highlights, we created ‘Hive’s Top Five’…
In fifth place, Hyundai’s Crossbar Challenge. We saw a couple of A-League fans hit the crossbar at halftime to win thousands of dollars in cash. We’re yet to see a car go off but Hyundai are re-running the campaign so if you’re at the soccer this summer, you might be driving home in a brand new car…
In a valiant fourth place is the Mars $100,000 Kick at the AFL Grand Final. This campaign was activated in approx. 1,200 stores nationwide and the crescendo was a contestant taking a kick in front of 90,000 at the ‘G’. It was delivered on a shoestring budget but the creative shows how a little money can go a long way!
In at three is the Crusader’s ‘Golden Boots’ campaign. Mobil customers had the chance to kick for $250,000 at every home match in 2016. We basically took the theory of the popular TV game show ‘Who wants to be a Millionaire’ and put it on the field. Whilst one guy did win $20,000, another risked the same amount to try and kick for $100,000 but fell a metre short!
And just pipped at the post in second is Anchor Milk’s ‘If our athletes win, you win’. This campaign ran in NZ during the Rio Olympics and each milk carton gave consumers an ‘outcome’. If that ‘outcome’ came true, they won the cash. For example, ‘If NZ wins gold in women’s K200 Kayak, you win $100’. This campaign delivered an unprecedented entry rate of just under 10% and if Eliza McCartney had pole-vaulted 5cm higher on the penultimate day to win gold instead of the bronze, our insurers would have paid out a further $1,100,000!
But the winner of the 2016 Top Five is…. [drumroll]….
GWS Giants with their sponsor, Toyo Tires. Paul Waterhouse won $100,000 when he kicked a regular AFL footy into a stack of tires and the crowd and the media went crazy. Whilst Hive didn’t secure the risk on this one, we do work with the underwriters that stumped up the cash and it would have been remiss of us not to acknowledge how well that campaign has worked for them. After all, had anyone heard of Toyo Tires before Paul achieved the unthinkable?
Here’s a quick video that showcases some of these – sit back, relax and enjoy watching the impossible becoming possible!