Title | RACING CAR(D) |
Brand | SIAULIU BANKAS |
Product/Service | SIAULIU BANKAS CREDIT CARD |
Category |
D04. Brand Integration & Sponsorship / Partnership |
Entrant
|
TRUTH. Vilnius, LITHUANIA
|
Idea Creation
|
TRUTH. Vilnius, LITHUANIA
|
Credits
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).