Objective
With the overwhelming success of Mencap Little Noise Sessions 2010 still fresh in the mind, Slingshot Sponsorship were given the challenge of forging bigger brand relationships to make the 2011 six-day showcase even more spectacular.
Curated by Jo Whiley, the Little Noise Sessions is Mencap’s flagship event to help raise awareness of the work they do for those with learning disabilities across the UK. Furthermore, Little Noise is the only place in London where you can see legendary acts in such an intimate setting (see review from the Evening Standard here).
Slingshot was tasked with developing a new sponsorship strategy, which focussed on attracting an active headline sponsor that had brand values reflecting the core principles of Mencap.
Solution
Slingshot brokered a deal with the popular laptop brand Asus, which was promoting its ‘In Search of the Incredible’ campaign to launch the N Series laptop. Unlike other laptops currently in the marketplace, Asus’ N Series was co-developed by the world-famous Bang & Olufsen becoming the only laptops with stereo quality audio.
Slingshot’s creation of an innovative and highly exclusive headline sponsorship package meant that Asus were given the ideal opportunity to partner their newest, high quality sounding laptops with one of the hottest music events in London. The sponsorship also provided credibility to Asus’ campaign – reaching the heart of music listeners in an acoustic and unique atmosphere.
Features of the headline sponsorship proposal included:
- Extensive brand activation at the event including an Asus press area
- Experiential marketing for attendees to try out the new Asus laptops
- Lead generation at the event
- Exclusive promotional opportunities on Little Noise merchandise – e.g. USB sticks containing video/audio of featured artists
- Widescale visibility on Mencap’s Little Noise Session website attracting 6.24 million visitors annually
- Acknowledgement as title sponsor in all event related PR initiatives (estimated readership of 355 million)
Result
Legendary acts (Sinead O’Connor, Chris Martin, Elbow & Goldfrapp) performed alongside some of the UK’s freshest upcoming talent (Example, Emeli Sande, Ed Sheeran & Maverick Sabre) to produce the best Little Noise Sessions event yet.
Asus was able to interact with 10,000 music lovers, 50 leading musicians, bespoke press, and an online community of millions through their sponsorship of Little Noise Sessions. Furthermore, they helped build credibility of their campaign and support of a leading UK charity.