Sky Sports’ comedy duo, the ‘Hairy Strikers’, and professional footballers Matt Le Tissier of Southampton and Paul Merson of Arsenal are fronting a new nationwide consumer campaign in conjunction with Sky Sports to go live 28 March 2013 until 23 May 2013.
The activity has been created to raise awareness of the Unipart Car Care Centre (UCCC) network among predominantly male motorists to drive more business into the independent service and repair garages.
The activity aims to promote UCCCs’ ‘You’ll Find Us Better’ campaign message. Consumer research undertaken by advertising agency, Nexus/h, which devised the campaign, revealed that the core UCCC customer was a perfect match for the Sky Sports audience (ABC1 Men 35+), making the ideal media partner to raise awareness of UCCCs and drive consumer engagement.
The Sky Sports promotion will reveal who possesses the top flight footballing skills to outperform the other team, captured in a collection of videos which can be viewed online by sports fans at a fully branded UCCC hub housed within the Sky Sports platform (www.skysports.com/uccc). At the same time, fans will be invited to enter a competition to win prizes every two weeks including iPad minis, Kindle fires, Xbox 360s, Samsung HD TVs and the grand prize of two football season tickets, which will be announced at the end of the eight-week campaign.
A special blooper video, which can be viewed on the UCCC website (www.uccc.co.uk), and other content will also be used to create traditional TV and digital advertisements, which will be aired across all Sky platforms including TV, digital, mobile and social to drive consumers to the online Sky Sports hub.
Stuart Sims, general manager – marketing services for Unipart Automotive, says: “Aligning ourselves with Sky Sports is the perfect fit to achieve our target objectives for the campaign. Its audience has a real passion for sport, notably football, along with the majority of British men who own cars. We want to leverage the relationship with Sky to deliver activity that resonates with the target audience by getting them involved and engaging with the UCCC brand.”