RACING CAR(D)

TitleRACING CAR(D)
BrandSIAULIU BANKAS
Product/ServiceSIAULIU BANKAS CREDIT CARD
Category D04. Brand Integration & Sponsorship / Partnership
Entrant TRUTH. Vilnius, LITHUANIA
Idea Creation TRUTH. Vilnius, LITHUANIA
Credits
Name Company Position
Mantas Velykis TRUTH. Creative director
Evelina Dunovska TRUTH. Copywriter/Creative
Kristina Makštutytė TRUTH. Art Director
Veronika Aleksandraviciute TRUTH. Accound director

Why is this work relevant for Entertainment?

New way of communication: turning bank sponsored race car mirror into bank credit card

Background

Dakar Rally is one of the most watched sporting events in Lithuania. So sponsoring racers is a great opportunity to be seen by a huge audience. Unless you are a small bank like ŠIAULIŲ BANKAS and can’t afford huge logo on the racing car or call team by your brand name.

Describe the creative idea

We decided to sponsor Lithuanian racer Vaidotas Žala and instead of big financial deal and huge logo we picked smallest place for our logo – car mirror and turned it in to something useful – credit card.

Describe the strategy

New way of sport sponsorship with technolgical innovation

Describe the execution

Bank credit card was incorporated into Dakar cars car mirror

Describe the outcome

Unusual sponsorship was picked by the media and short car demo became one of the most watched Dakar related videos online. Also it became most liked Dakar Race ad (even beating best performing basketball sponsorship ads) and Šiaulių bankas was 10th most noticed brand on race (without any TV advertising).