The agency encouraged that the link with The Sport of Kings would give Schweppes an aspirational image. From there, the concept was developed and improved with the assistance of other partners, such as Racing Victoria, VRC, Freedman Brothers, Swettenham Stud, Channel 7 and Southern Cross radio.A dream scenario was then created for the prize: the opportunity of owning a Lee Freedman-trained thoroughbred. By involving key partners early, the promotion grew to include specific retail partners, clothing prizes travel partners and on-course elements.

Client:Tracking scores proved the campaign succeeded in developing a more premiumpositioning for Schweppes.

It also achieved a 14% sales growth over the promotional period, market share gains and new outlets.Retailer: The reaction was overwhelming: 'I've never seen in-store displays like this in any category... let alone for a mature brand in a mature category.'Consumer:Over 90,000 consumers entered (exceeding expectations). In terms of the emotional connection, prizewinner Ray Craddock said: 'This is the best thing that ever happened to me.'