This idea is archived

CASE STUDY: John Smith's sales jump with Mirror partnership

Provided by Reach Plc
An innovative and highly successful campaign which saw John Smith's build its sponsorship association with the Grand National.

What was the Challenge / Background of the Campaign?

Background: 2007 is the 3rd year of John Smith's sponsorship of the Grand National. The Challenge: How can John Smith's build its sponsorship association, engage with customers & add value as a partner to the world's biggest horse race?

What was the Campaign Objective?

For John Smith's to build its sponsorship association with the Grand National, engage with customers & add value as a partner to the world's biggest horse race.

What was the Solution?

A simple but daring idea was formed: The John Smith's People's Race; a once-in-a-lifetime opportunity for Joe Public to ride real racehorses in a charity race at Aintree in front of 150,000 spectators on John Smith's Grand National day. Starcom briefed Mirror Group to be the media partner for the project. Daily Mirror sports editor Dean Morse & his team of journalists worked closely with the innovations team to produce a creative advertising campaign. Recruitment was launched via a four page pull out & followed up with a series of advertorials to build up to the race.

What were the Results?

The launch resulted in more than 3,500 readers applying - a staggering response considering the time, commitment & effort that would be demanded. Tracking readers' attitudes to the project & the John Smith's brand through our newspaper's reader panel awareness of the "No Nonsense" brand rose by 28%, with spontaneous awareness of John Smith's sponsorship at 13%. An independent research study by Millwood Brown proved that 23% of the target audience are aware of the People's Race & that 12% followed the build up to the day.

What were the Key Learnings of this Campaign?

John Smith's saw a 26% increase in brand share during the period of the campaign, and off trade sales increased at 41%, twice the rate of 2006. "It was a brilliant idea and a unique opportunity for Mirror readers to be a part of the greatest horse race in the world. We are already talking about how we can top the 2007 People's Race next year." Dean Morse, Daily Mirror Sport Editor.

printer friendly version
BudgetReach & FrequencyTarget AudienceMedia Used
Contact for detailsThe Daily Mirror circulation is over 1.3 million people
16 - 24
25 - 34
35 - 44
45 - 54
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
Many more ideas on   Click here to register and view them!
Need some fresh ideas?
Try our Briefing Service

Search for Ideas



Media Route

Marketing Route

Full Search Options is the place for brands and their agencies to find marketing ideas, media insight and sponsorship solutions.

Sign Up

Register now to find out more about Agencies Marketers Media/Rights Owners
Need some fresh ideas?
Try our Briefing Service