Six Nations is an important time for O’Neill’s, as rugby is one of the key areas that fits perfectly with the brand. It is an annual event that outlets promote as part of their ongoing positioning of O’Neill’s as the place to be for live sport in general.Objectives:1. Build strong pre-awareness and build-up to the campaign.2. Increase sales over the tournament.3. Increase frequency of purchase amongst both new and existing customers.4. Extend the drinking occasion.5. Reinforce emotional link between O’Neill’s and rugby.6. Add excitement, life and atmosphere to outlets.

This campaign transforms the heroes of the Six Nations into near deities visible on all POS, however not taking itself too seriously, expressed in the ‘battle cry’ drip mats.Supported by direct mail, offering a free pint of Tetley’s during the Six Nations targeted at O’Neill’s & RFU databases.

External communications included Six Nations guides and flyers as well as branded battle shields distributed at rugby grounds.Sales promotions; FPD linked to Guinness purchases, to win an O’Neill’s rugby shirt, draw took place after every match and a competition to win a trip to Martin Johnson’s testimonial in Hong Kong.

The results translated a great creative promotion into an effective sales promotion. Specifically, the results were:*60.1% increase in sales.*692% ROI.*The day-part sales showed an extended drinking occasion from the periods before.*With the support of the DM and pre-awareness campaigns, the first matchday kicked off with great energy and atmosphere which built throughout the tournament.*Also carried on momentum after the tournament, with an increase in Live Sport sales.It exceeded all expectations as the campaign was very successful at achieving and beating all objectives and ROI targets, delivered within budget.

There are not many campaigns that make sales promotion really stand out of the crowd. However the creative tapped into consumers’ hearts and patriotism. This helped to build intrigue in the brand and therefore motivate consumers into the outlet, to take part in the promotional activity being run. Consumers felt compelled to take part as they were caught up in the passion and the glory of the tournament and their country’s side. This ultimately led to fantastic sales results and return on investment.