- TV sponsorship used for new brand launch
- Multiple creative treatments used
- Sponsorship reached 5.3 million Women
- Association renewed after initial six months
- Sponsorship had only positive effects on consideration
- A year after launch, Sheilas’ Wheels was established as a leading insurance brand
Background
esure, the UK’s leading insurance company, was launching a new brand – Sheilas’ Wheels – selling female-only car insurance.
esure wanted to target high volumes of women in a female-focused media environment.
Insight
- LIVING offered the perfect environment for Sheilas’ Wheels.
- LIVING has one of the ten best female profile of all UK channels, at 67%.
- Women who watch LIVING drive 5% further than average and are 10% more likely to have spent £15,000+ on their most recent car.
- They are also 14% more likely than average to agree that “Advertising helps me choose”.
Solution
ids proposed a six-month sponsorship of US dramas on LIVING, including CSI: Crime Scene Investigation, Grey’s Anatomyand Charmed. These programmes all feature strong, independent women at their core, which is central to Sheilas’ Wheels’ own brand values.
The sponsorship was designed to raise awareness of the new brand amongst women.
A range of creative treatments was produced. Each one reflected the theme of the programme it was sponsoring, whilst reinforcing key themes from Sheilas’ Wheels’ marketing activity across all media.
“LIVING offered and delivered for Sheilas’ Wheels the perfect environment and audience to help launch the brand which is supported by communications recall and impact from the ICE study.”
Chris Bowden, Head of Marketing,
Sheilas’ Wheels
