June sees Investec launch the latest strand in its 2015 Derby activation in the form of a new TV spot (shot in the brand’s signature black and white) that blends atmospheric racing creative with a narrative focusing on its banking services and brand values.
The commercial is also supported on Investec’s YouTube site and on the brand’s other digital platforms by a ‘Making Of’ behind-the-scenes style online film.
This TVC from the financial brand, which is now in its seventh year of sponsoring the Investec Derby, is actually the latest output in its long-running activation plan that began way back in November 2014 with a fashion-led photo-shoot that aimed to capture the spirit of the creative for this year’s campaign.
Investec’s activation of the 236th version of the Derby, the race 2015 festival is being held on 5 and 6 June, also hubs around its website with content that spans race details, practical information and utilities, as well as fashion advice through its ‘What Best To Wear’ digital thread.
With work running both across traditional platforms, as well as online and offline media, the creative of this year’s campaign follows a cinematic theme, incorporating the brand’s self described ‘Out of the Ordinary’ style and values.
The integrated campaign with multiple content strands features both models and endorsers – the latter group includes Olympian Denise Lewis, Michel Roux Jr, Laura Whitmore and Millie Mackintosh.
This strand also includes promotional pieces fronted by Investec Derby ambassador and super star jockey Frankie Dettori in which he talks about his own personal relationship with the race that he describes as ‘the most recognised race in the world and everybody wants to win it’.
The campaign, which has been developed with agency Gravity, also includes several derby specific video content pieces focusing on the sporting side of the event – such as a race look ahead by Andrew Balding,
and a racecourse drone overview.
Comment:
Despite the slight disconnection between the core TV ad’s narrative topic and its creative imagery, the overall campaign is sharp and stylish – thus fitting in with Investec long-term marketing approach.
In addition to the title sponsor’s activation, the festival is also being promoted with campaigns by other partners of the properties.
For example, in mid May, Epsom Downs Racecourse itself also posted an online film to promote the 2015 race meeting – which it also describes as ‘The Greatest Flat Race in the World!’
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Broadcaster Channel 4 Racing is also running a fresh trailer for its 2015 Derby coverage:
See http://www.channel4.com/programmes/channel-4-racing/videos/all/investec-derby-2015-trailer
Links:
Investec Derby Website:
https://www.investec.co.uk/about-investec/sponsorship/investec_epsom_derby.html
Epsom Downs Website:
Channel 4 Racing:
