Don’t Mention It: How Loughborough University Scored a Gold Medal at The Heist Awards
The Loughborough winning team, presented by Trina at Stori
When it comes to global sporting events, nothing is bigger than the Olympics. And if you're a university synonymous with sporting excellence, ahem, Loughborough University, you're going to want to shout about everyone who's ever been part of your community.
But for Loughborough, a renowned sports powerhouse, the task was a little more complicated. They couldn't use the magic words: "Olympics," "Olympian," or even "gold medalist."
This seemingly impossible challenge, born from a web of legal red tape, didn't stop the team. Instead, it became their greatest creative motivator. They transformed a "can't-do" situation into a "let's-do-it" campaign that captured the spirit of the global games without breaking a single rule.
Perfect Preparation Prevents…
The team's secret weapon wasn't word wizardry; it was a master spreadsheet they affectionately dubbed the "spreadsheet of dreams." This wasn't just a simple list; it was a comprehensive map of every athlete with a connection to the university. From current students to former coaches and even athletes who simply trained on campus, no stone was left unturned. This meticulous planning allowed them to pivot, ready to celebrate a win or a great journey with a perfectly crafted message.
Of course, a little legal sleuthing was also in order. The team developed a "bank of safe terms" that allowed them to talk about the event without getting in trouble. Phrases like "global games" and "our athletes competing on the world stage" became their go-to vocabulary. When it came to visuals, they were forced to get creative. Since they couldn't use photos of athletes in their official team kit (imagine), they dove deep into the archives, unearthing hidden gems and nostalgic photos that highlighted the athletes' journeys with Loughborough.
Needless to say, their "spreadsheet of dreams" was an absolute beast. In fact, it still gives Amy West, Sport Marketing Manager, the shudders. "People see the output, not the hours and hours of prep that go into understanding which athlete is coming up, on which channel and in which format. As athletes were crossing the line, we were publishing content.”
What a Result
All that hard work paid off. The team's clever strategy, centered on their sports social media channels, delivered impressive results. The campaign's engagement was four times higher than predicted, their videos alone reached 1.2 million people, and the campaign website racked up nearly 900,000 views. The ultimate win? The PR team calculated that the campaign generated a massive £5 million in media value.
But the real victory for the team was the way they pulled together to make it work. They had a team WhatsApp group where they would send each other voice notes every time a broadcaster mentioned Loughborough. This constant communication made them speedy, posting content the moment an athlete crossed the finish line. When a race was postponed, they adapted in real time. According to Amy, "We always had someone awake to cover it - we had to be dynamic, so the coverage was smooth.”
In the end, the team's can-do approach to a complex problem not only gained incredible results but also earned them a prestigious Vice Chancellor's gold award. They proved that with enough creativity and a bit of a rebellious spirit, you don't need to play by the traditional rules to win the game. “Ba-dum-tsh!”
What did the judges think?
GOLD AWARD WINNER
Loughborough University Don't Mention It
Judges Comments: "We loved this standout example of creative and strategic execution. Bit was brilliantly inspiring with remarkable engagement metrics.The campaign's innovative content strategy - which included a dedicated microsite and multimedia content - amplified the university involvement with great skill."
