CASE STUDY: AGA targets affluent rural homeowners

Provided by Stratford Racecourse
Iconic British brand AGA aligns itself with partnerships that reflect its part in British culture, including with amateur racing
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What was the Challenge / Background of the Campaign?

One in two homeowners owns a Rangemaster product already, so the campaign is not solely about selling new cookers. It offers upsell opportunities on service agreements, cookware, and diversification into b2b products for the restaurant, hotel and on-trade. Brand awareness in a key customer environment is a key asset, with activation through social media. The experiential marketing exercise of meeting customers over a demonstration AGA at the races extends to a unique partnership with a Cookery School, creating a live theatre experience at a popular Cheltenham meeting. Find out more...

What was the Campaign Objective?

The Series, now in its third year, provides a national programme of events for AGA to demonstrate its goods amidst an affluent ABC1 audience of homeowners, together with a final event the evening before the annual AGM, at which investors and key financial press can be entertained close to the company's HQ at Leamington Spa.
BudgetReach & FrequencyTarget AudienceMedia Used
£51k to £100k
35 - 44Both
ABC1
UNUSUAL
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONAL23 Jul 13 - 28 Jul 14BUILD AWARENESSSPONSORSHIP / SPORT / HORSE RACING
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