YBS had forged an association with the world’s most famous cycle race and was looking to connect with local communities as they embraced Le Tour Yorkshire with spectacular enthusiasm.
The challenge was to amplify the sponsorship and use Out-of-Home (OOH) to connect it to the estimated two million spectators that would watch the event live in Yorkshire over race weekend.
The campaign trebled awareness of the sponsorship amongst the target audience, with those who recalled the OOH being x3 times as likely to spontaneously recall the brand as an event sponsor.
Amplifying the sponsorship also enhanced brand perceptions – increasing trust by 60% and relevance by 63%.
Consideration for the brand also increased by 28%, with the Net Promoter Score 17 points higher amongst those who recalled the OOH.
In the words of our client, Anna Higgins, Customer Acquisitions Manager at YBS: “ASO, the French organisers of Le Tour, were so impressed with our campaign that they wanted to use it as a best-practise case study!”