Renault Vans and Sky Sports Digital Partnership

In a crowed marketplace, Renault came to Sky Media to look at ways to drive their awareness using the Sky Sports platform


Background & Objectives

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.

The Campaign

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:

  • Top Ten Fathers & Sons in Sport
  • Families behind the Sports Stars
  • Sports People in Business
  • Famous Sporting Siblings
  • Five of the best Sporting Teams
  • Five of the best Sporting Partnerships
  • Greatest Sporting Rivalries
  • More Fathers & Sons in Sport
  • RWC: Players Leading the Charge
  • RWC: The Teams to Watch

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.

Campaign Results
  • Across a two month period the hub had over 60,000 unique users, with an average dwell time of over 2 minutes, and an average view rate of 6.
  • The articles received just shy of 9,000 likes on Facebook and over 200 comments.
  • Alongside this, a dedicated research piece on the campaign proved that awareness, ad recall, perception and brand favorability all rose.


Contact Details

Richard Kitto | Creative Solutions Manager  | 0207 032 6662

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