Imperial Leather: Imperial Leather sponsorship wins the 2002 Commonwealth Games - IPA Effectiveness Awards Case Study 2004

Brief Description: Imperial Leather beat the competition in the 2002 Commonwealth Games sponsorship by looking beyond the obvious. By being true to its own perspective rather than to corporate sponsorship norms, it was able to dominate and put its own stamp on the Games - achieving all stated internal and external objectives. The result, a highly integrated campaign that united diverse audiences, to make the Games pay back for the brand and the company, rather than just the brand paying for the Games ;---(TAGS)--- Full Title: Imperial Leather sponsorship wins the 2002 Commonwealth Games ; Number: 2004/32 ; Brand Name: Imperial Leather ; Client: Pz Cussons Plc ; IPA_ProductCoding: Cosmetics & Toiletries (Bath additives/soaps) ; Sponsorship (Sports sponsorship) ; Agency: BDH\TBWA ; Author: Lorna Hawtin ;