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HOW DO YOU FULLY LEVERAGE A SPONSORSHIP PROPERTY TO BOOST BRAND CREDENTIALS?
THE CHALLENGE Skoda wished to broaden appeal and drive brand re-appraisal among affluent males. Key to the strategy was fully exploiting their sponsorship of cycling.
THE INSIGHT Skoda sought to tap into the cycling zeitgeist by becoming the automotive brand synonymous with the sport. Future are the worldâ€™s biggest cycling publisher, making them the perfect media partner to work with.
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More importantly, Future's cycling brands reach a high-net worth male demographic. An audience who both spend more on new cars & buy cars more regularly than average.
of Future's cycling audience replace their car every 2-4 years
THE SOLUTION A comprehensive sponsorship around all Giro dâ€™Italia, Tour de France and Tour of Britain coverage on Bikeradar - the UK's biggest cycling site. Branded promotion on the homepage and a total takeover of all display space across the
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tour pages delivered Skoda brand stand-out. Future also created bespoke content showcasing Skoda's grass roots involvement, further building Skoda's association with the sport.
Skoda was the sole advertiser on all Bikeradar content dedicated to the major cycling tours.
Activity included homepage takeovers, editorial and social media integration.
How did weâ€Ś STRENGHTEN SKODA'S ASSOCIATION WITH CYCLING AND BOOST THE BRAND?
Skoda used our market leading brands to cement their association with cycling, driving up purchase intent in the process.
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Campaign reached an affluent male audience – average HH income £53,000
SKODA ‘own’ cycling. 75% of respondents associate Skoda with the sport. 4x higher than their nearest auto competitor
Strong perception scores achieved for value, cool/stylish and technologically innovative
Activity drove purchase intent, 46% are likely to purchase SKODA in the future
“Skoda UK capitalised upon a strong European heritage in professional cycling by running a comprehensive sponsorship around all Giro d’Italia, Tour de France and Tour of Britain coverage on Bikeradar. Branded promotion on the homepage and a total takeover of all display space across the tour pages ensured the Skoda brand stood out to Bikeradar users. Future created artwork using Skoda support car imagery, demonstrating grass roots involvement with the sport whilst competitions to win trips to tour events engaged users and encouraged data capture. Bikeradar offers unrivalled coverage against UK cyclists, whilst Future’s innovative thinking and creative skill made this campaign really stand out." Ivan Lazarov, Associate Director, Mediacom (Skoda’s Media Agency)
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Published on May 30, 2012
This is a casestudy from Future's 'Future Proof' book which demonstrates the innovative advertising campaigns produced by Future. Other case...