CASE STUDY: The Sun and SsangYong

Provided by News UK
The Sun partnered with SsangYong to promote their new range of cars
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What was the Challenge / Background of the Campaign?

SsangYong wanted to promote their new cars however they were very nervous of partnerships. We had to convince them to advertise in The Sun and prove that it would be worth spending the extra money on.

What was the Campaign Objective?

The objective of the campaign was to build awareness of the new range of SsangYong cars and peak consumer interest in a brand that they wouldn't have previous knowledge of.

What was the Solution?

We teamed up with Kindred PR to acquire the services of four Celebrities to test drive the SsangYong cars in their everyday lives and then be interviewed by Ken Gibson The Sun's Motors editor. Each celebrity discussed how their SsangYong helped them get around and what features were practical in their lives.

What were the Results?

SsangYong were thrilled with the campaign and there was a huge uplift in visits to the SsangYong website and a peak in Google search traffic as well as an uplift in awareness of SsangYong.

What were the Key Learnings of this Campaign?

Huge uplift in visits to the SsangYong website and a peak in Google search traffic during and after the campaign period. Proved that a partnership with the Sun was a successful choice for raising awareness of SsangYong.
BudgetReach & FrequencyTarget AudienceMedia Used
Contact for details13.6 million weekly readers
35 - 44Male
C2
DE
NATIONAL PRESS
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearBRAND ATTITUDEBRAND STRATEGY
BRANDED CONTENT / MAGAZINES / PRESS
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