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Sky McLaren

McLaren launches first TV ad campaign with the help of Sky AdSmart

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By Tony Connelly, Sports Marketing Reporter

March 3, 2016 | 2 min read

McLaren Automotive has chosen Sky AdSmart to help launch its first ever TV advertising campaign.

McLaren TV ad campaign

The British luxury sports and supercar producer will use Sky Media’s geo-targeted TV ad platform to deliver the campaign which is part of its wider pan-European digital marketing activity to promote its 570S Sports Series models.

The spot, which was produced by DCT8, will launch on 7 March and run until 17 April. The 40-second ad places an emphasis on the design and engineering expertise intertwined throughout its sports cars.

The company will benefit from Sky’s flourishing ad platform which has gone from strength to strength since it launched in 2014. Sky has claimed that the technology, which geographically targets ads to audiences in order to ensure greater relevancy, has reduced channel switching during ads by as much as 33 per cent.

Discussing the decision to launch the drive through sky AdSmart McLaren‘s European managing director, Jon Pollock, said: “Working with Sky Media complements our broader digital campaign perfectly.

“By using Sky AdSmart technology we are able to engage with a specific audience who are more likely to be interested in McLaren Sports Series.”

Jamie West, deputy managing director for Sky Media said: “We are delighted to welcome an elite brand like McLaren to the growing list of Sky AdSmart advertisers. We’re honoured that McLaren has decided to partner with Sky Media for the only TV component of its pan-European marketing campaign."

He added: “This is a fantastic example of how Sky AdSmart combines the power of TV with the highly targeted requirements of any niche or geographically-specific business.”

Sky McLaren

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