Medicash recently announced the sponsorship of Super League rugby team St. Helens. The Saints, as they’re known to their fans, will have the Medicash logo across their away strip for the 2010 season. To support this liquid were asked to devise a campaign that would get fans involved with the new kit.
The new away kit and details of Medicash's sponsorship was kept top secret and revealed at the Saints Pre-Season Dinner in January this year. Since it has been released the kit has received a great reaction from the Saints fans.
With over 138 years of experience, Medicash have been offering low cost health cash plans to help its customers and their families claim money back on a wide range of health treatments including optical and dental care. To help introduce Medicash to Saints fans, liquid helped develop 'It's your team, it's your shirt', a competition which Saints fans could enter for the chance to win one of ten places in a Saints dream team, along with Saints Kyle Eastmond, Paul Sculthorpe and Boots the mascot.
Saints fans were directed to a microsite (www.medicash.org/saints) where they could enter the competition and find out more about what Medicash offer. Liquid also designed and produced leaflets and car stickers to promote the competition which were handed out at the first match of the season and were supported by perimeter boards as well as a double page advert in the match day programme.
The response has been fantastic. Andy Abernethy, Medicash’s Marketing Manager, says, “We are delighted to have entered into this exciting partnership with Saints and are looking forward to the new season. We think the new away shirt looks great and the positive reaction we’ve already had from the fans has been great. Liquid have helped us to reach out to the fans and develop a campaign which speaks directly to them.”
As part of the sponsorship deal, Medicash will also be working closely with Saints on the Saints Community Development Foundation, working with over 50,000 young local people delivering programmes around health, sports coaching, local heritage and education.