Investec Derby

Challenge

The Investec Derby is one of the oldest and largest sporting events in the UK. Each year Investec, looks to maximise their title sponsorship of the event through an integrated marketing campaign. The challenge each year is to promote the Investec brand and the event in a cluttered market space.

Investec’s campaign needs to speak to a high end, premium market. The campaign also needs to work for The Jockey Club, whose primary objective is to ensure the sale of tickets and therefore reach a much broader target market.

Insight

To attendees, jockeys and trainers, The Derby is more than just a race – it’s the greatest flat race in the world, steeped in history and esteem and is a showcase for extraordinary passion, style and prowess.

Response

Our response was to create an impactful campaign style that captured the spirit of The Investec Derby Festival. The final lead visual included brand ambassador and racing legend Frankie Dettori alongside a glamorous model and a bright collage of Derby imagery.

With visuals reflecting the energy, passion, style and sheer fun of the event, the punchy and confident headlines demonstrated Investec’s unique attitude, whilst also positioning the event as one not to be missed.

The campaign was rolled out across OOH, online, press and broadcast ads, targeted to the audience’s journey. A combination of high-impact awareness outdoors, and hard-working, specific calls to action digitally combine to maximise channel uses, with data captured to create profiles for future campaigns.

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