As a result of the campaign, the awareness of Investec brand increased 5% amongst their target audience, exposed to the event.
Investec was a long-standing sponsor of Epsom Derby. We used this tactical opportunity as a vehicle to intuitively communicate the financial institution’s energy, solution-focused culture and brand values. In other words, focusing on building long-term brand equity.
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 brand truth gave us the creative campaign idea ‘Winners run a different race’.