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CASE STUDY: Sheila's Wheels on LIVING

Provided by ids
TV sponsorship on LIVING used for a new brand launch.

What was the Challenge / Background of the Campaign?

esure, the UK's leading insurance company, was launching a new brand - Sheila's Wheels - selling female-only car insurance. esure wanted to target high volumes of women in a female-focused media environment. ids proposed a six-month sponsorship of US dramas on LIVING, including CSI: Crime Scene Investigation, Grey's Anatomy and Charmed. These programmes all feature strong, independent women at their core, which is central to Sheila's Wheels' own brand values. Find out more...

What was the Campaign Objective?

The sponsorship was designed to raise awareness of the new brand amongst women. A range of creative treatments was produced. Each one reflected the theme of the programme it was sponsoring, whilst reinforcing key themes from Sheila's Wheels' marketing activity across all media.

BudgetReach & FrequencyTarget AudienceMedia Used
Contact for detailsAll women drivers age 17+
16 - 24
25 - 34
35 - 44
All adults
Female
All
ABC1
C2
DE
TV
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearBUILD AWARENESSSPONSORSHIP / MEDIA
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