Overview
Prudential signed on as the title sponsor of the 2019 PE PLETT 4-day mountain bike stage race. Prudential wanted to leverage their sponsorship of the race in order to communicate their key belief of “consistency is the only currency that matters” to race participants.
Drive Engagement
Create Shareable Content
Establish Brand Name Recognition
Create a Must Cycle Race
Objectives
By leveraging their sponsorship of the PE PLETT stage race Prudential aimed to achieve various brand objectives that focused mainly on brand awareness and brand engagement.
Impact
MEDIA EXPOSURE
1.75 Million
As a result of the #KeepTheCadence campaign Prudential’s media exposure increased by 1300%
VIDEO VIEWS
150 000
The #KeepTheCadence campaign drove massive engagement for the Prudential brand. Videos with #KeepTheCadence received 150 000 views on social media
ENTRIES
SOLD OUT
The Prudential PE PLETT race is a must cycle event which is evident by the fact that race entries were sold out in 2019
Solution
#KeepTheCadence
Finishing mountain bike stage races presents a similar challenge to long-term investing in that both riders and investors must consistently push through the tough times and overcome challenges to reap the rewards. This insight around consistency led us to the #keepthecadence campaign, aligning with Prudential’s messaging of “consistency is the only currency that matters.” Every part of the race experience was focused on portraying a narrative that Prudential helps riders stay consistent throughout the race and beyond by helping with the little things.
PRE
CAMPAIGN LAUNCH
VIDEO
The #KeepTheCadence campaign was launched on social media through a manifesto video. The launch video was followed by additional posts with imagery that further unpacked the concept of #KeepTheCadence
DURING
RACE
ACTIVATIONS
Various in-race activations were set up to further communicate the #KeepTheCadence message, including iced coffee near the end of every stage, a photo pillar at key points on-route and bike support by Pyga mountain bikes
DURING
RACE VILLAGE
ACTIVATIONS
Race village activations including a luggage concierge, daily pillow drops of power banks & earplugs and a forget-me-not toiletries station at showers focused on assisting the riders with staying consistent throughout the race.
AFTER
TROPHY
DELIVERY
#KeepTheCadence lived beyond the finish line of the race. Small trophies and personalized thank you cards were delivered to each participant as a small memento in the week following the race.
Results
Entries for the 2019 race were sold out
30 000+ engagements &
150 000 video views on social media
More than 300 shares on Facebook of the #KeepTheCadence launch video and daily race highlights videos
R1.75 million media exposures & 610 000 people reached on Facebook