Entry deadlines for the 2013 Media Federation Awards are fast approaching. Download the entry kit here. Check out Starcom's winning entry from last year, Shannons 'Supercar Showdown'.
CATEGORY: Finance/Insurance/Government/Corporate & Real Estate
BRAND: Shannons Insurance
CAMPAIGN: 'Shannons Supercar Showdown'
AGENCY: Starcom
COLLABORATING PARTNERS: The Media Mix
Starcom was faced with the challenge of growing a highly successful niche car insurance brand without losing its authenticity or alienating core customers. The goal was to achieve 10% sales growth and build a database of 5,000 potential customers by attracting a broader and younger audience.
Shannons markets itself not just as an insurance company but as a motorsports enabler, so Starcom set out to replicate this on a massive scale. It targeted the Bathurst 1000 and aimed to become the lead story of the event by creating the next V8 superstar.
Starcom partnered with Kelly Racing and the Seven Network to create the 11-part TV series Shannons Supercar Showdown. The series was broadcast on Seven and became the basis for Shannons' integrated marketing platform, including digital, content, social media, CRM, celebrity ambassadorship and event marketing.
The Shannons Racing Team and the contest winner became the lead media story over the Bathurst week. Coverage across TV, newspapers, radio and online news totalled $2.3 million in earned media. The database target reached 34,309, and despite consistent pricing and a reduced budget, Shannons business was up 15%.
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.
Have something to say? Send us your comments using the form below or contact the writer at adnews@yaffa.com.au
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.