Helping Investec maximise impact of Derby Sponsorship
Cream worked with Investec to help maximise the impact of The Derby Sponsorship, using the prestigious event to help promote their wealth management and banking services.
Creating an instinctive and positive association between Investec and The Epsom Derby, to mark their 10th year of sponsorship.
Re-defining the Investec target audience to ensure clarity of communication to core audiences.
- Audience insight & prioritisation
- Marketing strategy formulation
An audience focused approach to strategy creation ensured clarity of messaging across all marketing channels in the run up to the Investec Derby as well as on the day.
The output of the audience prioritisation project formed a new target audience of ‘Established Entrepreneurs’. Campaign strategy and communication planning was then channelled through the perspective of this audience to ensure it appealed to a future Investec client.
The results of the campaign were hugely successful, with a post-campaign uplift of 33% in positive sentiment towards Investec (measured in YouGov).