Effies
Australia
Impact at Record Speed: How Superloop Dodged the IOC to Win Customers at the Olympics
Agency
Leo Australia & Zenith
Client
Superloop
Awards
Bronze
Short Term Effects
Summary
A small player in a market of giants, Superloop needed to grow market share for its superior speed. With no sponsorship rights for the Olympics, it launched the 'Ads at record speeds' campaign, turning Olympic records into the duration of its TVCs. This humorous, Trojan Horse tactic, fronted by comedian Broden Kelly, outpaced the competition without outspending them. The campaign successfully doubled prompted awareness, increased spontaneous awareness by 50%, and delivered a 6.8x incremental revenue ROI.
Case study
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Credits
| Ben Coleman | Chief Marketing Officer | Superloop |
| Justin Payne | Head of Marketing Growth | Superloop |
| Nick Hack | Group Creative Director | Superloop |
| Ellie Langer | Head of Brand & Comms | Superloop |
| Catherine King | Chief Strategy Officer | Leo Australia |
| Vince Usher | Group Strategy Director | Leo Australia |
| Eryn Le Mesurier | Senior Strategy Director | Leo Australia |
| Andy Fergusson | Chief Creative Officer | Leo Australia |
| James Beswick | Associate Creative Director | Leo Australia |
| Rowan Foxcroft | Associate Creative Director | Leo Australia |
| Clare Pickens | Chief Executive Officer | Leo Australia |
| James Walker-Smith | General Manager | Leo Australia |
| Ewan Mitchell | Client Partner | Zenith |
| Emily Robinson | Account Director | Zenith |
| Nicola Carnevale | Account Manager | Zenith |
| Nicole Parish | Senior Digital Manager | Zenith |
| Brendan Van Ryn | Group Investment Director | Zenith |
| Justine Basilio | Investment Executive | Zenith |