| Background
- First ever UK Sponsorship
The objective was to raise brand value, through building
Renault's association with attributes such as Innovative,
Contemporary, Challenging, Stylish, Audacious and Bold.
Independent research revealed that consumers perceptions
of Channel 4 matched these attributes almost exactly, leading
us to recommend a partnership between Renault and Channel
4's New Drama output.
Further independent research showed that this sponsorship
had an immediate and marked effect on key brand measures such
as Brand Image and Consideration To Purchase. |
Client’s Communication Objectives
- Daring
- Non –Conformist
- Visionary
- Open-minded
- Bold
- Audacious
Perceptions of Channel 4
- Provocative
- Unconventional
- Tries new things
- Not afraid to fail
- Challenging
- Willing to shock
|
