Case Study: Colonial First State
(1m, Acrobat (.pdf) format)
Building brand values
Colonial First State built brand values by promoting its sponsorship of the Sports Performer Awards in both print and online newspapers.
Summary
Colonial First State used newspapers to promote its sponsorship of the Sports Performer Awards (SPA). These awards were supported with a comprehensive print and online ad campaign, as well as editorial in both publications.
This campaign successfully illustrated what a powerful tool newspapers can be to drive brand values and awareness through strategic sponsorship and their valued and desirable readership.
What was the campaign’s objective?
Colonial First State wanted to elicit a perception of high performance through its association with the Sports Performer Awards.
Campaign results
- Strong unprompted recall of inaugural The Sports Performer Awards’ across Sydney and Melbourne.
- The Sports Performer Awards and Colonial First State advertising were higher than both average print norms.
- Almost a third of Heavy Managed Investment Users recognised the Colonial First State advertising campaign when prompted.
- Newspapers’ strengths of being a trusted media where advertising is not only noticed but also likely to promote a response was found to be particularly evident when it comes to financial advertising.
- Nearly half the sports section readers agreed that Colonial First State has “strong investment performance” and more than a third believe it has “a passion for performance”.
Download the full case study below.
Source: Case study from Fairfax Ad Centre.
