89 Free (basketball themed) KIDS CAN DO BIG THINGS events toured major shopping centres. Kids completed bike sprints, trampolines and shooting hoops, then received wrist stamps, an instant photo, and show bag including product sample, photo frame, collectible posters (of heroes promoting healthy activities) etc, plus a brochure for mum outlining nutritional benefits of CalciYum and the programme.Heroes, Andrew Bogut and Lauren Jackson (Australia’s No. 1 male & female basketballers), appeared in community service style TV, live TV event, PR, and hosted an exclusive kids basketball clinic for consumer and trade promotions.Two live TV events featured the branded sets and a tailored online game invited kids to play virtual basketball against our heroes, before encouraging them to go outside and play for real.TV included cartoon marathon sponsorship, and online promoted the game and consumer promotion.Donations from events enabled Deaf Basketball Australia to establish junior development clinics.

111,650 mums and kids had direct brand interaction with the KIDS CAN DO BIG THINGS events.Clients independent brand tracking research confirming the following results:• ‘Favourite brand’ grew 38% (to 1 in 4 consumers)• ‘Bought most often’ grew 40%• Spontaneous awareness grew 60%Most importantly, Aztec Grocery Scan data showed Sales grew 39% (year on year).