Outcome and Evaluation
The results described here are even more impressive when
the context of the cricket World Cup is considered, which
dominated the early season.
|
CGU employed two main sources to assess the sponsorship's
success:
- A brand tracking survey from Ipsos-RSL
- Sponsorship tracking, exposure and hospitality surveys
from Sports Marketing Surveys (SMS).
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| Key Results
Sponsorship of the NCL has proved an enormously successful
element of CGU’s launch marketing activity.
The sponsorship's cost-effectiveness was approximately
three times greater than television advertising
With the greatest measured impact of any cricket sponsor,
CGU’s was the most successful cricket sponsorship of
1999. |
It has helped:
- Deliver the prime objective of building awareness of the
new name
- Build positive relations with sales forces and IFAs around
the country
This success was then replicated across future years under
the Norwich Union name.
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