Making Sponsorship Work Harder for YBS

As a sponsor of the inaugural Tour de France Grand Depart in Yorkshire, Rapport helped Yorkshire Building Society (YBS) inspire a sense of pride in the region, cementing their position as an ‘important part of the local community’.

The Challenge

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.

Our Solution

A multi-format OOH campaign featured prominently at the start and finish line of the Yorkshire legs, and was planned to follow the route of the riders as they passed the doors of several YBS branches.

High impact formats – including billboards and banners – were used to build trust and convey the allure of the Yorkshire countryside as a backdrop to the world’s most famous bicycle road race. Station dominations supported the “Proud To Be Yorkshire” message at key commuter hubs.

To build excitement on the first day we added a layer of social media integration, taking 565 Le Tour related selfies posted using #TDFYBS, and displayed them on a giant digital OOH screen overlooking the start of the race!

Results

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!”

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