The Objective:

• Promote the Rebel Sport brand throughout the entire SportingPulse network.
• Engage and drive consumers to the Rebel Sport website where they could view specials and purchase items online or go in-store and purchase.
• Encourage entries into an online competition to collect a database of Rebel Sport customers.

Target Market:

Winter sport participants aged 20 – 54.

Strategy & Execution:

Timing was key to the success of the campaign. Ads were served across the SportingPulse network for one month in March 2010 to coincide with the winter grassroots sport registration period, a time when participants and clubs are gearing up for the upcoming season.

Ads contained a strong call to action, offering discounts on compression clothing and winter sport balls. The clothing ads were served across the entire network while the ball ads were targeted to specific sports such as AFL, NRL and Netball for relevance. All ads clicked through to Rebel Sport landing pages where customers could easily access specials and purchase online.

To actively engage the audience, a competition was launched calling for entries to win gift vouchers that could be redeemed online or in-store.
The campaign was backed up by editorial drivers and eDM’s ensuring that the campaign achieved a greater reach.

The Result:

The campaign was highly successful in engaging consumers with an overall CTR of 0.11%. A total of 7138 leads were directed to the Rebel Sport website. The average purchase price per customer exceeded the target by double at $311. The campaign generated additional in-store sales over $57,000.

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