Volvo Car UK’s sponsorship of Sky Atlantic wins at the UK Sponsorship Awards 2015
Volvo Car UK’s sponsorship of Sky Atlantic wins at the UK Sponsorship Awards 2015
At the UK Sponsorship Awards ceremony held at the London Marriott Grosvenor Square on Tuesday 24th March, Volvo Car UK’s sponsorship of Sky Atlantic won the Brand Sponsorship (over £750k) category win, beating off strong opposition.
Speaking on the night, Kylee Rush, Brand and Launch Manager at Volvo Car UK said, “This is a great result for Volvo Car UK and Sky Atlantic. We began our partnership in 2014 and together with Mindshare, Grey and Sky Media created an integrated and impactful partnership. We are incorporated not only in broadcast, but also special projects such as premieres and exhibitions. A lot of hard work from both sides has given us great results, and this award is recognition of that effort.”
In 2014, Volvo began their 2 year sponsorship of Sky Atlantic. The £5m+ deal, which was negotiated by Sky Media and Mindshare, identified Sky Atlantic as the perfect tool in which to deliver Volvo’s following objectives:
- Change consumers perception – from not just safe but also contemporary, cool and cutting-edge
- Increase Consideration - giving Volvo brand appeal
- Further Consumer’s Engagement - for both new and existing customers
The TV sponsorship launched with idents that cleverly linked Volvo to cinematography by asking viewers “What makes a quality production?” and then showcasing the many components of the car to seamlessly align these two very different but highly regarded brands. The second phase was launched in line with a new marketing direction for Volvo globally, with a series of new idents filmed in Sweden, with a distinct Swedish feel, again playing on components from each brand.
Further activation included:
- Bespoke idents which launched within Fortitude’s snow themed ad break that have formed part of Volvo’s phase 2 ‘From Sweden not Hollywood’ campaign
- Volvo branding at Sky Atlantic premieres, including the Game of Thrones World Premiere at the Tower of London
- The only ever Game of Thrones wrapped car which will be given away in Throne cast
In addition to this, Volvo and Sky have developed their third party relationships to communicate the partnership further and engage an even wider audience. Activation at Festival No.6, screenings with The Sun and sponsorship of Game of Thrones: The Exhibit at The O2 have deepened the partnership further which, alongside the broadcast sponsorship, has resulted in Volvo’s sponsorship awareness being the most recalled brand in its competitor set.