Vero Insurance is bringing its Brisbane Lions sponsorship activation into the city streets with a campaign that blends the traditional with the technological in the form of live scoreboard outdoor billboards.
Working with interactive outdoor ad agency Goa, very is showing its support for the AFL team and informing the team’s fans across the area with live scoreboard billboard sites that bring Lions matches to the public in real-time.
Suncorp Group owned Vero will utilise dynamic scores, copy and image updates (depending on game outcomes) live – ensuring the sponsor and its agency have creative control over its billboard sites at any time during the match.
The campaign is running during home game weeks from April through September on the ‘Goa Connect’ outdoor platform.
The creative is being developed by GPY&R Brisbane and also working with Vero and Goa on the project is media agency Starcom Brisbane.
‘This has been a great opportunity for us to bring something truly engaging to the streets of Brisbane. Being able to deliver live score updates to commuters is a true value add to the brand, in line with their sponsorship,’ comments Goa’s joint managing director Chris Tyquin.
‘It’s been a truly collaborative process and we’re thrilled with the outcome.’
Starcom Brisbane’s Nathan Fraser adds: ‘It’s great to be able to combine data and automation into an outdoor format to be able to deliver an engaging addition to the campaign mix.’
This real-time outdoor initiative builds on its existing 2015 season leverage activity which includes a major ad campaign spearheaded in April by a TV spot called ‘Everyone Has A Job To Do’.
and a those who work behind-the-scenes style ‘Unsung Heroes’ spot.
Vero is also the name sponsor of the post-game TV and online film recap segment called ‘The Vero Coaches Wrap’
Comment
Insurer Vero first began its commercial partnership with the Brisbane Lions back in 2012 when the brand became the naming rights sponsor of the Coaching Group.
In 2013 this relationship expanded to see Vero become a Co-Major Partner of the club in a four-year deal – committed to using its rights to bring better experiences to both Lions fans and Vero customers.
The initial deal announcement, made by Lions CEO Malcolm Holmes and Suncorp Group Commercial Insurance CEO Anthony Day, took place at the Gabba itself.
The partnership also sees the Vero logo feature on the front of Lions’ home jersey and on the back of the away kit, as well as the company having rights to stadium signage and and brand exposure on the Brisbane-based side’s club media and marketing collateral.
Vero’s work with the Lions Coaching Group will also continue as part of the reinforced partnership.
‘This is clearly a very significant announcement for the Brisbane Lions,” said Holmes at the time.
‘We’re extremely delighted to be associated with an organisation such as Vero and proud of this partnership. Vero has been a tremendous partner of this Club over the past 12 months as naming rights partner of the Vero Coaching Group and we have been proud of the value that has been delivered for them.’
While Day added: ‘This is a significant partnership for Vero, providing the brand with widespread national public exposure through the association with the most popular and fastest growing sport in Australia.
‘This major sponsorship is part of Suncorp’s commercial insurance arm’s strategy to focus on both brokers and end customers. From the general insurance broker perspective, the high brand awareness should increase customer demand and ensure greater customer recognition when brokers are recommending Vero.’
Specific financial terms were not made public, but the deal was reported to be worth around US$1mn annually.
Links
Vero Brisbane Lions Website:
http://www.vero.com.au/vero/brisbane-lions
Vero YouTube:
https://www.youtube.com/user/Verobrand
Vero Goofle +:
https://plus.google.com/111327012962169573729/posts
Vero Website:
Brisbane Lions Website:
Goa Website:
GPY&R Brisbane:
http://www.gpyr.com.au/tag/gpyr-brisbane/
Starcom Brisbane Website:
http://www.starcomaustralia.com/
