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CASE STUDY:Nissan's sponsorship of Sunday Night Drama on Sky One

Provided by Sky Media
See how Nissan's sponsorship of Sunday Night Drama built awareness of the Nissan brand and the key models within their range.

What was the Challenge / Background of the Campaign?

Nissan's primary drive for their sponsorship was to build awareness of the Nissan brand and key models within their range. The loyal and upmarket audience of Sky One's Sunday Night drama was a perfect sponsorship fit. The strand included 24, Nip/Tuck and Dream Team. The campaign featured four Nissan vehicles - 350z, Murano, Pathfinder and Navara - all of which were central to the idents. Interactive elements were constantly updated as the story progressed, allowing users to find out more.

What was the Campaign Objective?

To build awareness of theNissan brand and key models within its range; To own a territory that was key to Nissan's core audience; To partner great programming with similar values; To increase consideration of Nissan and its vehicles; To drive consumers to seek further information - getting customers to the dealer where they could experience the vehicles first hand.

What was the Solution?

TBWA produced the award winning creative for the campaign. A 24 minute film was created and edited in one minute increments and unfolded over a 24 week period. The story was the focal point of the campaign integrating various Nissan models into the plot. The sponsorship was augmented by enhanced programming and online. Viewers were able to use the red button/go online to enter branded areas featuring behind the scenes footage. They were also able to futher engage by entering competitions and exploring Nissan's model range.

What were the Results?

Research was carried out to assess the effect sponsorship had on awareness and appropriate fit among other measures. Results showed that 86% of viewers who had seen the sponsorship thought it was "a good way to show new Nissan models" and 86% thought it "an appropriate fit". A significant increase in brand awareness was seen for all Nissan models featured. In prompted awareness the Pathfinder doubled its awareness and the Murano increased by over 3 times.

What were the Key Learnings of this Campaign?

"We were very pleased with the outcome of the campaign. Awareness of the sponsorship was 40% and the eTV site was viewed by over one million Sky Digital viewers. As a direct result we were inundated with brochure and test drive requests." James Collier, Brand Communications Manager, MGOMD The campaign was a great success and really highlighted the benefits of sponsoring a property that has synergy with your brand. We would definitely consider sponsorship again; the problem is how do we do it any better!" Amy Close, Advertising & Promotions Co-Ordinator, Nissan Motors

BudgetReach & FrequencyTarget AudienceMedia Used
£0 to £50k86% of viewers it was "a good way to show new Nissan models"
25 - 34
35 - 44
Both
ABC1
C2
ONLINE
TV
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearBUILD AWARENESSSPONSORSHIP / MEDIA
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