1. Yorkshire Building Society
Tour de France
Challenge
YBS had forged an association with the world’s most famous cycle race and was looking to connect with local communities as they embraced Le Tour Yorkshire with spectacular enthusiasm.
The challenge was to amplify the sponsorship and use Out-of-Home (OOH) to connect it to the estimated 2 million spectators that would watch the event live in Yorkshire over race weekend.
Solution
A highly targeted multi-format OOH campaign followed the route of the riders as they passed the doors of several YBS branches.
High impact formats were used to build trust, while station dominations supported the “Proud To Be Yorkshire” message at key commuter hubs.
To build excitement on the first day we added a layer of social media integration, taking 565 Le Tour related selfies posted using #TDFYBS, and displayed them on a giant digital OOH screen overlooking the start of the race!
Results
The campaign trebled awareness of the sponsorship amongst the target audience, with those who recalled the OOH being x3 times as likely to spontaneously recall the brand as an event sponsor.
Amplifying the sponsorship also enhanced brand perceptions – increasing trust by 60% and relevance by 63%. Consideration for the brand also increased by 28%, with the Net Promoter Score 17 points higher amongst those who recalled the OOH.