Mercedes-AMG Formula One sponsor Bose brought its partnership to life through a targeted European market branded takeover of the Yahoo Formula One hub.
This content-led digital activation saw the premium electronics brand take over the Yahoo Formula One hub in the UK, France and Germany, Bose as it aimed to strengthen its association with the team and the sport.
Bose and its media agency MediaCom chose to work with Yahoo because its research showed that the demographic engaging with Yahoo Sport’s Formula One hub closely matched the Bose target segment and the Mercedes Formula One team fan base.
The objective of the Yahoo initiative was to boost public perception that Bose has synergies with the sport and ‘similar principles’ to the F1 team as the electronics and audio outfit aims to improve the brand association across a broad audience via its umbrella ‘Get Closer’’ messaging.
The idea behind the work is to amplify the brand’s belief that along with the Mercedes team it ‘shares a commitment to innovative technology and precision engineering’, as well as ‘relentless attention to details to get the best possible results’.
The approach used data-led insights (from Tumblr, Yahoo Answers and Yahoo Search) to help Yahoo build a deeper understanding of just what F1 fans are most interested in and most passionate about.
Yahoo then worked with Bose’s marketing team to develop a content strategy that was grounded in and inspired by the most frequently asked fan questions to help them get closer to their motor racing passion.
This included Yahoo re-designing its Formula One site to focus on the Bose/Mercedes partnership.
The campaign content was distributed extensively across Yahoo’s social pages as well as via Yahoo Gemini Native Ads, CRM emails and video ads via Yahoo’s BrightRoll product.
Activative Comment:
The initiative generated an impressive total of 154m impressions and generated page views 126% higher than the pre-campaign target.
Indeed, a post-campaign Yahoo/Millward Brown report claimed that the initiative even altered perceptions amongst Yahoo users who were not F1 fans.
The results analysis found that 59% of those who’d seen the campaign associated Bose with the Mercedes-AMG Formula One team – an uplift of 43.8%.
“The post campaign analysis found that the sponsorship association between Bose and Mercedes-AMG-F1 has tripled – reaching 59% of exposed respondents,” explains Yahoo research director Paul Hardcastle.
Other campaign results included:
• 49% said Bose embodies the same focus as the F1 industry (10.6% uplift)
• 30% of respondents exposed to the content associated Bose with the ‘Get Closer’ message
• 59% of those who’d seen the campaign associated Bose with the Mercedes-AMG Formula One team, an uplift of 43.8%
• Overall Click Through Rate (CTR) 0.33%
• Yahoo Gemini Native Ads CTR 0.94%
• In all markets (UK, France and Germany) traffic over-delivered by 25%
• Formula One trended on Yahoo UK for 48 hours during campaign
The Yahoo tie-up is just one strand of Bose’s F1 activation programme.
Another stand-out initiative leveraging its Mercedes-AMG Formula One team alliance around the US Grand Prix in October 2016 saw the electronics and audio brand build an innovative immersive F1 Garage experience in Austin (see case study).
The messaging approach dovetails neatly with Bose’s global marketing which is underpinned by the ‘Get Closer’ big idea.
Links:
Bose
https://www.youtube.com/user/Bose
https://www.facebook.com/Bose/
https://plus.google.com/u/1/111709960129987895302
Mercedes AMG Petronas F1
https://twitter.com/MERCEDESAMGF1
https://www.youtube.com/user/MERCEDESAMGPETRONAS
https://www.facebook.com/MercedesAMGF1
https://www.instagram.com/MercedesAMGF1/
Yahoo F1
https://uk-sport-f1.yahoo.com/
