In an increasingly crowded marketplace, Renault wanted to drive awareness of their Vans range amongst a sports interested male audience.
Renault’s marketing strategy was to improve consideration of their range through positioning it as one which enables you to ‘grow your business the way you grow your family’, i.e. Renault Vans help fathers and sons grow their business together.
Alongside this positioning, Renault wanted to increase consideration and brand favourability through both aligning with the Sky Sports name and also particular sports; rugby, football, cricket, and tennis.
Leaning on our credentials in quality written editorial, our sports journalists created ten bespoke articles in the run up to Fathers Day & the Rugby World Cup dedicated to famous sporting relationships and rivalries:
Each ‘listicle’ was housed at a co-branded hub and updated weekly with a new feature. A competition driven through social media gave readers the chance to win a Renault Van for their sports team, and the hub included all Point of Sale information about the van.
A mixture of paid for digital media (homepage takeovers, mobile, native) across big sporting events (Premier League, Rugby World Cup) and supporting run of site traffic drivers directed people , together with the Sky Sports owned social channels. Posting the articles on Facebook enabled our supporters to comment, and in turn we created the ‘More Fathers & Sons in Sport’ article off their feedback.
Richard Kitto | Creative Solutions Manager
Richard.Kitto@sky.uk | 0207 032 6662
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