After two weeks of world-class hockey and plenty of sold-out crowds at the Lee Valley Hockey and Tennis Centre, the Vitality Hockey Women’s World Cup has come to an end. With the dust settling, we thought we’d take a look back at what an incredible journey, campaign and client this has been for WePlay.
Let’s start by taking a step back in time to August 4th 2017. WePlay launched an awareness and lead generation campaign to drive interest in the public ticket ballot with the Hockey World Cup seen as the biggest sporting event in the UK in 2018.
WePlay and England Hockey orchestrated the ballot to open on the 19th of August, exactly one year after Team GB’s gold medal heroics in Rio in 2016 which formed the creative foundation of the campaign and manifested in ‘Pure Hockey Gold’.
Prior to the start of the campaign, the demand for tickets was largely unknown. However, this was shortly answered with over 100,000 tickets being applied for during the ballot period and over 50% of applicants being new fans of the sport.
Building on the success of the ballot, WePlay launched a number of subsequent campaigns, stretching from October 2017 to July 2018 including general sales, hospitality and a premium session awareness campaign, targeting both England and International hockey fans, families and general sports fans.
In total, WePlay have served over 300 individual pieces of creative to 100 different micro-audience segments, reaching over 2 million relevant people, which resulted in over 120,000 spectators and a 23x campaign ROI. Take a look at our England Hockey Case Study to find out more about our involvement in this brilliant campaign.