Investec: Winners Run A Different Race

Like Comment

After years of heavy sports sponsorship, Investec were being perceived by many as a sponsorship brand, not a bank. People just didn’t know what Investec was.

Our challenge was to use the platform of the Epsom Derby to reach a very specific premium audience, Established Entrepreneurs, who are likely to use Investec services.

For Investec to be perceived as a leader in financial services, it was crucial for media to build stature and trust, tell an intelligent story and create relevance.

At the heart of this, we instigated and brokered a multi-media content partnership with the Telegraph. This not only associated Investec with high stature, premium environments, but also created a canvas across the publisher’s media touchpoints to explore Investec’s sponsorship, with a bespoke content hub, panel discussions and reader votes. Bespoke formats evoked the sense that Investec is a bank that does things differently.

Digital audio created another sensory dimension to our storytelling, with sound used to pique interest in the stories hosted on the Investec content hub. Iconic outdoor formats emulated a sense of domination, and digital takeovers across mobile and display, targeted contextually relevant environments, whilst also overlaying 1st and 2nd party data to reach Established Entrepreneurs in trusted channels. All audio and mobile activity was geo-targeted to reach key areas, and those who had attended the race. 

Results:

5% uplift in awareness amongst Established Entrepreneurs

33% increase in positive sentiment towards the brand

2.46m completed audio listens

32k Qualified 1+ landings to The Investec Derby website 

agenda21

We’re a modern media agency built for the constantly changing digital world. We exist to shorten the time between a client’s media investment and great stuff happening. Great stuff like driving sales, finding new customers, building market share, launching products....you get the gist. We build connected media for our clients. This means using media that is addressable, ad-servable or conditionally delivered with the purpose of liberating your creative messages and business. If we can’t validate, track and measure it, we don’t do it. When used properly this media and the data captured, creates stories that become the intelligence engine that drives what you do and means you can act now and act fast. We work best with people that don't want business as usual, who want to change how they do stuff and are trying to speed up what they do. That could mean you’re a new start-up or a business trying to secure second round funding. Or you might be a traditional business who recognises there is a need to change. And change now. If you sound like that sort of client, we'll probably work very well with you.

No comments yet.