PruHealth And PruProtect with Vitality sponsor Eurosport Tour De France coverage
PruHealth and PruProtect, the innovative health and life insurers, have agreed a deal to become sole sponsors of this year’s Tour de France coverage on Eurosport.
From 5th of July onwards Eurosport, celebrating its 25th consecutive year of reporting on the Tour de France, will have ten broadcasts in full, including the opening weekend in Yorkshire, the third stage in London, the fourth in Lille, the fifth in Arenberg featuring the dangerous cobblestone section, the tenth in the Vosges, “La Planche des Belles Filles”, the 14th in the Alps in Risoul, the 17th and 18th in the Pyrenees, Plat d’Adet and Hautacam, and the final stage to Paris.
Neville Koopowitz, CEO of PruHealth, commented on the announcement:
“We understand that sport has the power to inspire, entertain and bring people together, so we are delighted to sponsor the coverage of this year’s Tour de France. This is an amazing opportunity for Vitality to build further association with elite athletes on an international stage.
We support sport teams and individuals that exemplify health and wellbeing and through this we’ve helped encourage more people to join us and when they do, inspire them to commit to getting healthy through our programme Vitality.”
Vitality members can find out more about the sponsorship at www.vitality.co.uk
Specific Media launches Householding Garage Access with Nissan, Kia and Infiniti first on board
Specific Media continues to harness ‘real world data’ with revolutionary new insight from the DVLA into household car ownership, creating unique automotive targeting opportunities
Specific Media announces the launch of Householding Garage Access, a unique targeting capability that paves the way for advertisers to isolate audiences based on the vehicle they have ‘in the garage’, and reach them across all connected devices in the home.
Garage Access combines DVLA vehicle registration data from Experian with Specific Media’s powerful Householding™ tool, allowing brands to deploy their messaging across all devices and formats in more than 19 million UK homes.
A new car is a considered purchase. Automotive brands can now seed conversations within households that are not current owners of their brand to drive active consideration and build market share. Garage Access also provides the ability to target current customer households, promoting brand loyalty and delivering relevant post-sales messaging.
Nissan wanted to strengthen its leadership in the Electric Vehicle category and drive conversion by promoting the Nissan LEAF to homes which have a C-Segment car in the garage and are in-market for a new vehicle. “This solution opens up some appealing new opportunities for auto advertisers. Being able to not only target specific car owning households, but also overlay behavioural data, gives us confidence that our message is being seen by the right people, at the right point in the sales cycle, and thus in the most relevant and effective context,’ claims Lewis Young, client account director, digital, Manning Gottlieb OMD.
Kia have adopted the approach for their after-sales campaign which is aimed at driving awareness within 'Kia homes’ of their recently launched online service booking platform, with Hamish McCowan, after sales director from Kia Motors (UK) Ltd stating that, “Specific Media’s Garage Access offers us the ability to accurately target our Kia family members across digital platforms. There is nothing like this on the market and we are always enthusiastic about media firsts and what they can bring when it comes to communicating with our customers.
Ogilvy & Mather London evolves Expedia ‘Travel Yourself Interesting’ with multi-million pound campaign
Ogilvy & Mather London today unveils a new integrated, pan-European campaign for leading online travel retailer, Expedia, which uses the flexibility of the ‘Travel Yourself Interesting’ platform to elevate the product to centre stage. Fresh from receiving a prestigious Cannes Lions Creative Effectiveness Award, the overarching campaign has delivered a positive ROI for Expedia and scooped a host of prestigious awards, such as D&AD, The One Show, London International Awards and the Marketing Society Awards for Excellence.
Launching on 2 July and running for three months across Europe, the new campaign features three new TVCs that demonstrate the truth that travel makes you a more interesting person. With product messages at their heart, the TV ads are accompanied by targeted online films that aim to interrupt consumers on YouTube, Facebook and VOD and challenge them to move away from the computer screen and 'travel themselves interesting'.
Each of the TV ads shines a spotlight on the underdog who always comes out on top. The first ad shows Illusionist Hugo presenting breathtaking tricks, such as removing his torso from his legs live on stage. But when he looks up from his amazing feat, he sees that Brian, the sound guy, has stolen the crews’ attention away from his tricks with his recent holiday snaps from Hawaii.
The second film shows Esteban the Horse Whisperer performing jaw-dropping acrobatics and tricks with his horse. However he’s shocked to find that his usual audience is more interested in ranch worker Pedro’s trip to New York, to even bat an eyelid at his achievements.
The final ad shows Brad the Stuntman, risking his life and jumping from death defying heights, only to find that Janice the taco lady has become the new star of the show, reeling the film crew in with her travel tales and photos from Paris.
All three executions will run this summer, across countries including the UK, France, and Germany.
Andrew Warner, Snr Marketing Director, commented: “Together we have created a brilliantly subtle new campaign, heroing the product whilst perfectly capturing and elevating the Travel Yourself Interesting idea. We’re confident that the great strategy and creative solution will deliver further positive, tangible business results for Expedia.”
Gerry Human, chief creative officer at Ogilvy & Mather London, commented: “: Expedia's brave decision to steer away from travel marketing clichés already paid dividends for the brand, so now that we're emphasising their awesome products, we expect even better results from the campaign.