CASE STUDY: Aviva teamed up with rugby on TV

Provided by Thinkbox
Aviva took over the rugby sponsorship from Guinness and needed a quick but credible way of letting consumers know.
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What was the Challenge / Background of the Campaign?

In September 2010, Aviva took over from Guinness as sponsors of English Premiership Rugby. After years of association between rugby and the black stuff, Aviva needed to find a way to associate themselves with the rugby sponsorship. However, they wanted to ensure that awareness didn't come at the expense of the brand credibility. The main challenge was ensuring that the Aviva association was credible in order to drive positive feeling from the rugby partnership to build a relationship with fans. Find out more...

What was the Campaign Objective?

To build a deep and credible association with Premiership Rugby sponsorship
BudgetReach & FrequencyTarget AudienceMedia Used
Contact for detailsAdult males
25 - 34
35 - 44
45 - 54
Male
Both
ABC1
C2
TV
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearBUILD AWARENESSSPONSORSHIP / SPORT / RUGBY
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