CASE STUDY: Vauxhall - better than ever, seven years on.
Provided by Trinity Mirror
Extend audience reach at the highest consumption day of football content.
What was the Challenge / Background of the Campaign?
Vauxhall, coming into their seventh season of sponsoring Mirror Football, wanted to find new ways to extend their sponsorship to increase awareness, drive traffic to their site and lift consideration of Vauxhall vans. The challenge was to find a new innovative way to extend audience reach at the highest consumption day of football content - Mondays.
What was the Campaign Objective?
Increase reach to engage with the growing number of football fans consuming content on their mobiles.
What was the Solution?
We followed our audience - for the first time more of our users were consuming football content on their mobile than on desktop. In order to maximise this shift in content consumption we created an in-app sponsorship for Vauxhall every Monday and served more ad impressions on our mobile site offering to compliment the on-the-go consumption of football news. Our well respected and influential sports journalist John Cross created content for the new in-app offering as well as for Print and Desktop, allowing Vauxhall to align themselves with the best football content.
What were the Results?
We exceed our target of 85 per cent consideration, with over 90 per cent of their target audience considering Vauxhall Vans. Year on year, unprompted brand awareness has grown consistently over the last six years and is up 20 per cent in print and 12 per cent online this year.