CASE STUDY: Jaguar & England Cricket on Sky Sports
Provided by Sky Media
Jaguar wanted a partnership which would lead the brand to become synonymous with cricket.
What was the Challenge / Background of the Campaign?
Jaguar has revitalised its car range with great success in recent years, led by its XF, XJ and XK models. Amongst Jaguar's target market cricket ranks as a favourite hobby, and with the sport growing in popularity due to the introduction of Twenty20 and more one-day internationals it has also attracted a younger and more affluent audience. Jaguar had already established a partnership with the England cricket team, but it was looking to enhance and extend the association. It was looking for a partner with strong links to cricket, but just as importantly a quality reputation.
What was the Campaign Objective?
Jaguar wanted a partnership which would lead the brand to become synonymous with cricket, and enhance perceptions of several key brand attributes, namely: High quality, Performance, Cutting edge, Prestigious, British and Upmarket.
What was the Solution?
High visibility sponsorship covering all England live Test Matches against India and Sri Lanka, as well as all preview shows, review and repeat programming. Premium broadcast sponsorship credits (created by Sky) featured cricket legends such as Sir Ian Botham. VoD was added to complement the live broadcasts and enable fans to catch up at a convenient time. Online activity gave Jaguar a permanent presence with cricket lovers, Jaguar took complete sponsorship of Sky Sports cricket content and Sky Sports Homepage takeovers each month. Please see attached for further details.
What were the Results?
A strong performance from the England cricket team across the summer led to impressive viewing figures - with the 2011 tour up 76% on the last tour. Across the campaign, Jaguar accumulated over 430 minutes of core sponsorship branding and over 580 minutes of visual and verbal branding from promotional spots. Combined with the other campaign facets, Jaguar's targets really were hit for six. Independent post-campaign research found that awareness of the Jaguar sponsorship was 77%, almost double that of the Sky sponsorship norm.
What were the Key Learnings of this Campaign?
Patrick Marcus, Brand Communications Manager, Jaguar commented "We were looking for ways to enhance the activation of our sponsorship of the England cricket team, in addition to in-ground and PR activity. Sky Media offered a multi-channel approach and was able to structure a deal comprising airtime, online and mobile across all genres of the game. They supported this with extensive research and post-campaign analysis, which demonstrated the effectiveness of the investment."