To maximise exposure from a new three year partnership, establishing AustralianSuper as a leader in financial and physical fitness while creating brand awareness and new B2B opportunities.
Develop a strong strategic brand alignment between AustralianSuper and the event through an integrated leverage plan including targeted eDMs, on-ground branding opportunities and activations, co-branded marketing collateral, competitor packs and signage, as well as a unique offer for businesses competing in the triathlon.
Willett Marketing created strong brand awareness through integrated social and digital promotional campaigns, while providing branded assets on-site across the five events nationally. An activation area was installed at each event, providing competitors and fans with a relaxation zone where they could rest on bean bags, charge their phones and recharge their batteries with healthy smoothies. Selected competing companies were offered the chance to take part in a ‘SuperSession’ which promoted the importance of physical and mental health in the workplace and offered up tips and guidance on improving workplace health.
Through digital and print advertising, the event attracted over 3,800 teams, allowing AustralianSuper access to a large database for promotional campaigns, a wider social media network and exposing more than 11,500 competitors to the brand. The events generated 8,311 likes on social media and provided AustralianSuper with a number of hard leads following the ‘SuperSessions’ that satisfied the ultimate goal of creating B2B opportunities.