Turning a bank into a firm favourite
Using Investec’s tactical sponsorship of the 2018 Epsom Derby as a vehicle to intuitively communicate the financial institution’s energy and solution focused culture and brand values.
We identified a significant link between what the target audience enjoyed about horse racing and what they needed from their financial partners. At its finest, horse racing is a combination of acting fast and thinking smart, which is also fundamental to Investec’s internal culture of ‘We find a way.’ This gave us our proposition for the campaign – ‘The greatest winners outwit the field.’
Our messaging for broadcast media was ‘Winners run a different race’, which was adapted to ‘Winners think furlongs ahead’ in order to precisely target race-goers at the event itself.
In the build-up to a brand campaign launch in 2019, our “Winners run a different race” campaign for the Derby previewed the financial institution’s philosophy and solution focused culture.
As a result of the campaign the awareness of Investec brand saw a 5% increase amongst their target audience.