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CASE STUDY: Mediavest/ John Smith's (MWA Winner)

Provided by Mediavest
John Smith's offered the public an opportunity to participate as a jockey in a race at Aintree, doubling Off-trade sales v 06.

What was the Challenge / Background of the Campaign?

John Smith is the headline sponsor of the John Smith's Grand National and awareness of its association with horseracing has consequently been building steadily. The challenge was to: 1) Extend the brands investment in the sport to a wider audience and 2) Ignite the trade's imagination to drive key priority listings and drive Off -trade. The insight was that men's lack of personal experience in horse riding (1.6% have ridden a horse) limits a wider interest in the sport (20.5%). In other sports such as Football, this is not the case (21% versus 63%). Find out more...

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BudgetReach & FrequencyTarget AudienceMedia Used
Contact for detailsBrand share increased 26% during the campaign period
25 - 34Male
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
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