Poach A Coach returns bigger

and better in 2007

Assembling A who’s who of Australian sporting coaches and heroes, the Elastoplast Sport Poach A
Coach initiative offers amateur sporting teams competing in AFL, Rugby League, Basketball, Soccer,
Hockey and Netball, the opportunity to win a coaching session with an Australian sporting legend.

Challenge Strategy Results

To build on the success of the inaugural Poach A
Coach campaign in 2006 and expand the initiative
across a wider range of sports.
Daemon2iC set out to increase awareness of the
Elastoplast Sport brand, ensuring the name was
front of mind within their competitive market, and
raise awareness of the importance of preparation
for sport.
To develop a comprehensive media plan that would
communicate to potential entrants at a grass roots
level - further increasing the number of entries seen
in the previous year.
To boost media interest and inspire participation,
Daemon 2iC negotiated the involvement of a
number of high profile sporting identities including
Rugby League great Wayne ‘Junior’ Pearce,
Australian netball champion Liz Ellis, AFL legend
Tony Liberatore, former Wallaby great Mark Ella
and Hunters Pirates head coach Adrian Hurley.
Daemon 2iC developed a database of national
amateur sporting associations and retaining the
concept of inspiring amateur sport at a grass roots
level, Daemon 2iC targeted local and suburban
media to promote the competition.
The grass roots campaign proved to be a hit with
over 800 entries received from sporting teams
across the country. This was a 430% increase on
entries received in 2006.
Coverage of the Poach A Coach competition was
featured across local and suburban newspapers
and national sporting publications. Radio interviews
with the coaches involved in the initiative also
featured on several local and national radio stations
The 2007 winning Poach A Coach teams were the
South Mornington Women’s AFL team as well as the
Blacktown Workers Junior Rugby League club.

Daemon 2iC – Case Study 

Daemon 2iC – Case Study