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CASE STUDY: Givenchy and The Oscars sponsorship campaign

Provided by Sky Media
Very Irrésistible Givenchy boosted sales by 30 % after an Oscars broadcast sponsorship campaign with Sky Media

What was the Challenge / Background of the Campaign?

The Annual Academy Awards (aka The Oscars®) are the zenith of elegance, glamour, fun & prestige and Sky's integrated coverage offered Very Irrésistible Givenchy extensive reach and unique cut-through. 2006 marked Sky's 2nd year of exclusive coverage of the Annual Academy Awards. The deal brokered by Team UK Media, presented Very Irrésistible Givenchy with a complete sponsorship opportunity that extended their association with the 'greatest show on earth' across all platforms.

What was the Campaign Objective?

Campaign objectives were; To increase spontaneous advertising awareness of Givenchy advertising amongst ABC1, 25-54 females, To be associated with a highly relevant sponsorship vehicle, To increase likelihood of purchase of Very Irrésistible Givenchy, To convey Givenchey's brand values to the target audience, and To be able to leverage the programme association across many different media, including in-store.

What was the Solution?

The Oscars® were celebrated with a showcase of programmes extended the viewer experience with content tailored for online, interactive, text, press and mobile via Sky 360. The Academy of Motion Pictures Arts and Sciences® allowed Very Irrésistible Givenchy to activate fully the sponsorship using the official assets. All programmes were sponsored by Very Irrésistible Givenchy using sponsorship credits created in-house by Sky Creative Agency. In total, over 4000 promotional trailers were aired - combining to reach over 60% of all ABC1 Women in multi-channel homes.

What were the Results?

In March 2006, in the week immediately following The Oscars, 465 face-to-face street interviews were conducted. All interviewees were ABC1, 25-54 females, of which 75% had watched The Oscars® and 25% had not. Spontaneous awareness of Givenchey advertising was proportionally nearly 3 times higher among viewers of The Oscars® and 92% of viewers of The Oscars® perceived the sponsorship to be appropriate. 70% of viewers cited Givenchy as a brand that they would buy, as opposed to just 55% of non viewers and sales went up 30% during and immediately after the sponsorship period.

What were the Key Learnings of this Campaign?

''The 360 programme based around the sponsorship allowed us to be more visible, more desirable and engage more with our customers. Sales went up 30% during and immediately after the campaign." David Titheridge - Managing Director, Parfums Givenchy.

BudgetReach & FrequencyTarget AudienceMedia Used
Contact for details92% of viewers perceived the sponsorship to be appropriate.
25 - 34
35 - 44
Female
ABC1
TV
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
All RegionsAll YearBUILD AWARENESSSPONSORSHIP / MEDIA
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