LOOP
Helping to start a Ping Pong revolution with Table Tennis England
Overview
Table Tennis England (TTE) brought us on board to create a new brand identity and national campaign strategy for a new and exciting UK-wide initiative to take ping pong to the masses – targeting the workplace, universities, sports clubs, cafes and higher education.
Branding #Loop
We needed to come up with a brand that was fun and engaging, encapsulated the joy of the game and gave a sense of inclusion. After a producing a raft of crazy creative concepts, Loop was born… and to keep everyone #intheloop, we created the brand mission, vision, values and guidelines too.
The #Loop in action
Once the brand had a face, we then needed to make sure that TTE’s brand ambassadors could roll it out to the various audiences with the correct material. We created a series of fun, vibrant and engaging photographic stories for each of the different initiatives, covering office, bars, sports club and education.
Loop in the press
We created a PR strategy and toolkits to launch Loop and Ping initiatives to national and regional press and start a ping pong revolution. The comprehensive toolkits set out guidance on key messaging and tone of voice, event ideas and management, how to create press releases and media stories, and instructions on how to deal with the media.
The toolkits were sent to TTE Loop ambassadors and the H.O. team to help launch Loop to the press and media and raise brand awareness. The campaign gained coverage in the Guardian, Daily Mail, Channel 4, BBC and several regional papers and regional news channels.
Loop on screen
We needed to get people talking so created a quirky film to help launch Loop and explain the joys of ping pong in a fun and engaging way. The purposefully tongue-in-cheek film was used for the launch, general promotion and as part of the intro pack sent out to companies and organisations.
The creative and engaging nature of the Loop brand has enabled us to develop a social online presence and following which, as a governing body of the sport, we have never had/embraced before. The success of the campaign has exceeded expectation and Brandwork’s expertise in creating a brand that encapsulates the essence of social Ping Pong has been a large contributing factor in the success of this initiative.
Keely Armitage - Adult Participation Manager, Table Tennis England
