Case Study - McCain's UK Athletics Roadshow
The Brief
To create a roadshow concept which was mobile, eye-catching and provided an immersive sports experience to support and promote McCain’s sponsorship of UK Athletics.
The concept needed to deliver a wide range of sports and activities as well as provide nutritional, health and membership advice to all visitors.
The Vision
This brief really utilised our creative design capabilities and we proposed a giant inflatable 15m diameter Dome as a centre piece with an entrance Tunnel, 4 activity pods projecting from the sides and a 20m sprint tunnel at the back.
Branding and communication was key and alongside the pantone matched colours the internal tube structures carried key messages, sponsor branding and also information panels.
The structure would be filled with all elements of athletics from running to throwing, jumping to reaction speeds and much more.
The Results
The McCains UK Athletics Roadshow was a massive success over the duration of the activation period. Visiting over 30 individual, high profile, city locations on 1 day events and giving visitors and fans the opportunity to take part, meet past and present athletes and compare their scores to their friends and their heroes.
Host cities saw fantastic feedback and visitor numbers and the roadshow also raised profile for McCains and UK Athletics generally and also serving as an opportunity to promote and sell event tickets.
Facts and Figures
Duration - 2008 - 2011 Roadshows
PARTICIPANTS - 100,000s
Feedback
“It’s about taking athletics to kids and giving them an introduction to it. This has been great, taking this roadshow around city centres where there are a lot of young, talented kids and to give them that chance.”
Olympian Sally Gunnell
