We've been shortlisted in the ‘Best Sport Campaign’ category by The Northern Marketing Awards. The awards celebrate the creativity, excellence and achievements of marketing agencies in the region.
It’s the agency’s work for Holt Lloyd International, a global manufacturer of car care products, that has caught the attention of the judges. They asked The Foundry to help them activate Prestone’s sponsorship of the British Rally Championship, one of their brands.
The Foundry’s Brand in Action division was tasked with creating a buzz about the brand and driving spectator engagement at each of the seven stages of the competition in Scotland, England, Wales, Northern Ireland, Belgium and the Isle of Man.
The Prestone BRC sponsorship campaign, ‘Top it up. Bring it on’, included new dynamic dual branding, marketing materials and giveaways, as well as an engaging rally game simulator at each event where spectators could test their skills on a virtual track for a chance to win a VIP race day experience.
The joint branding of Prestone and BRC also appeared on 5’, 10’ and 15’ second break bumpers at the start, middle and end of The British Rally Championship Highlights on Channel 4 and BT Sport, ensuring Prestone was seen by an even wider audience.
Over the entire season, the brand activation campaign yielded some impressive results, with a marked increase in brand awareness, 264,100 unique web visitors to the Prestone website and a social media campaign that reached over 60 million people.
The extensive media activity generated media value of almost £2 million from 35.69 million viewers, with the value to each host region totaling £341, 213.
Winners of The Northern Marketing Awards will be selected by an esteemed panel of industry leaders and experts at a ceremony on 1st November 2017.