Our partnership commenced with an objective to increase attendance at the Müller Anniversary Games and to ensure spend efficiencies across an allocated media budget. WePlay blended art (creative) and science (consultancy) to execute a blueprint to reach, engage and convert relevant audiences.
Utilising a targeted, reactive prospecting campaign, we ran a data-driven approach to build comprehensive custom audiences for each stage of the user journey (awareness, consideration and conversion).
Following the games and into the lead up to Tokyo Olympics, we conducted a diligent scoping and analysis phase across the athletics and sporting creative landscape. This was followed by the development of a brand refresh for British Athletics, with a new overarching season key visual that was adapted across their portfolio of events. This new creative highlighted British Athletics’ culture and range of disciplines, as well as visually referencing the 2020 Tokyo Olympics.