The Brief.
Our brief was to identify a sporting sponsorship to drive Maserati brand and product awareness with a high net worth audience.
Our insights confirmed that rugby is the second most followed sport in the UK (6 million), fans are 80% ABC1 with an average income of £51k compared to the £27k national average.
Fans want to see the behind the scenes content, players away from their normal sporting environment.
The Response.
Our solution, Harlequins, provided a clear opportunity to reach the core target market in the affluent South West London area, 33% of supporter households have incomes over £65k and 30+ FTSE 250 CEOs are fans.
Our programme to engage with fans included player/fan driving experience days, Big Game activations, match day branding and car displays, support vehicles for charity rides and impactful player content including the ‘On the Road with Harlequins’ series.
The Results.
- 250,000+ organic video views
- 6.2 million campaign reach
- 120+ Harlequins’ fan test drives
- x16 match activations
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