Vitality Blast – Win A Car

The Brief

Create awareness and interest of Vitality Car Insurance through an activation throughout Vitality Blast, including Finals Day at Edgbaston Cricket Ground.

Campaign Execution

At selected Vitality Blast matches, sections of the boundary rope were re-branded with Vitality 'Win a Car' promotion. Fans were asked to select which match they thought would have the most boundary target hits. Every time a batter hit those boundary targets, fans who selected that match were entered into a draw to win a car, so more boundaries meant more entries.

10 finalists chosen at random were invited to Finals Day at Edgbaston, where they took part in an on-pitch competition, prior to the Final taking place. One lucky winner went home with an Electric Mini, whilst the others were offered a years' worth of Vitality car insurance.

Other Finals Day activation ranged from match ball delivery from a branded Vitality remote control car, wrapping in an Electric Mini to promote the competition, player of the match presentations by Vitality reps, hospitality offering and Q&A's, as well as utilising all stadium branding contractual rights.

Results 

Collected 38,157 unique data entries throughout the competition, with 88% opting in for Vitality Car communications and 75% opting in to receive other Vitality product communications. Additionally there was a 30% increase in direct traffic to the Vitality website on Finals Day.