CASE STUDY: Hugely successful sponsorship of Spontex on Sky

Provided by Sky Media
Spontex soaked up the nation's affections via a cross - platform sponsorship of Trollied.
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What was the Challenge / Background of the Campaign?

Although Spontex has a dominant market position in France, in the UK it was a different story as the household cleaning category is dominated by own label products. The challenge for Spontex was to introduce the brand to a mass audience in an original and engaging way. It was vital that the campaign created high brand awareness so that when people were in the shopping aisle and looking for cleaning products, they thought of Spontex. They wanted to develop a standout personality for the brand through awareness of their hero character Hedgehog and to increase purchase intent.

What was the Campaign Objective?

To raise awareness and increase purchase intent as well as creating a brand personality.

What was the Solution?

The hedgehog character was introduced through sponsorship bumpers. The lovable hedgehog was seen engaging with numerous Spontex products as they moved down the supermarket conveyor belt-a great way of showcasing the variety of the range. The light-hearted and fun nature of the sponsorship credits were in keeping with the tone of the show. It also included views on Sky Go and Sky's on demand service Anytime. Spontex were able to maximise the association with the programme through a licensing deal with Sky. This deal included product placement, on-pack, online, social and PR.

What were the Results?

Spontaneous brand awareness rose from 8% to 28% for those aware of the sponsorship. In 2011, Spontex were 8th in their category for spontaneous awareness but have jumped to 4th after Trollied Prompted awareness rose to 87%, significantly above sponsorship norms 11% were aware of the on-pack promotion or 21% for those aware of the sponsorship.

What were the Key Learnings of this Campaign?

Amongst those aware, the sponsorship boosted brand attributes such as: Friendly (+64% vs non-viewers); Providing new and innovative products (+81%); Brand hearing more and more good things about (+215%). In addition, they are more likely to recommend (+38%) and talk about (+120%) the Spontex brand as a result of the campaign. There was a 16% incremental impact on purchase intent and nearly 80% of viewers are now likely to consider Spontex the next time they go shopping.
BudgetReach & FrequencyTarget AudienceMedia Used
£251k to £500k
25 - 34
35 - 44
All adults
Female
Both
ABC1
Main Shopper
ONLINE
TV
UNUSUAL
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONAL01 Jul 12 - 30 Nov 12BUILD AWARENESSBRANDED CONTENT
PRODUCT PLACEMENT
PUBLIC RELATIONS
SPONSORSHIP / MEDIA
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