


	IFRA XMA Cross Media Awards 2008 projects





	Company: Associated Newspapers Ltd
	Project name: Sainsbury's Active Kids 2008

	Topical category of the project

	A: Cross media campaigns for individual advertising customers

	General information about the publication

	Cross-media campaign utilising Associated brands: The Mail on Sunday (TMOS):2.3 million circulation You Magazine: Part of TMOS - 2.3million Northcliffe Media:Regional newspaper division of Associated Group MailOnline:4.6m uniques, 66m impressions (UK monthly) Point Of Sale:TMOS distribution Source: ABCe April 08

	Project description

	Campaign Objectives Sainsbury’s Active Kids scheme distributes vouchers to customers which are redeemed by schools/community organisation for sports equipment. Duration: 23rd March -11th May 2008

	The basic idea of the project

	•Raise awareness, maintain, recruit new participants, ‘Get Britain’s Kids Active’. •Reinforce positioning of ‘the supermarket that makes a difference to the community’. Target Audiences Parents: Education Kids Get active Community: Demonstrating successs

	Used media channels


	Newspaper		Supplement/Magazine

	Online

The implementation

All creative designed and built by TMOS.
Print Activity
Launch Advertorial (TMoS)
Highlighting last year’s success, previewing forthcoming campaign.
‘Posterzine: 16-page magazine cover-wrapped with poster (TMoS polybag)
Full of interactive Active Kid activities, eg: cooking, exercise, games, dancing.
3 x Sticker Sheet Tip-On’s (You magazine)
Kids rewarded for activities with AK08 stickers for poster. Campaign usage/retention ensured through sticker distribution.
4 x Regional Advertorials (Northcliffe Portfolio)
Supplementing national activity, a 50+ title regional campaign. Mobilising local communities, bespoke copy included local schools’ quotes about their ‘AK08’ involvement.
‘Keep Collecting’ advertorial (TMoS)
Final element driving readers to collect vouchers.
Digital Activity
AK08 Microsite (MailOnline)
Print activity included url to AK08 Microsite which included viral game, downloads, info and ‘activity-holiday’ competition. Microsite designed in same style as print elements delivering fully-integrated campaign.
Traffic driven by 2m co-branded banner campaign across MailOnline.
Point-Of-Sale Activity Merchandisers @ 100 Sainsbury’s stores marketing the Posterzine issue - brand to hand.

Image(s)

Sainsburys1Press visulas 1.jpg (98 KB)

Sainsburys Press visulas 2 .jpg (114 KB)

Sainsburys digital visulas 3.jpg (97 KB)

Links

img.dailymail.co.uk/i/sponsors/sainsburys/ak08/ind ...

Project results

•Raised Active Kids Awareness
- Increase Vs women with school-age children - 7 points to 83%.
- Increase Vs non-Sainsbury’s shoppers - 13 points to 52%.
- Vs non-Sainsbury’s Shoppers, agreement with “…cares about healthy living” - increased 15 points to 41%.
•Website traffic: 8,370 UU’s, 56,219 PI’s, 2,163 competition entries.
•“TMOS developed a cross-media solution that impressed us with its depth and breadth of bespoke communication. Audience engagement online and in print, nationally and locally illustrated their understanding of the importance of building reader relationships. The campaign has raised the profile of Active Kids and boosted Sainsbury's image as a company that cares about healthy living”.
Alex Seligman, Senior Marketing Manager, Sainsbury’s