Case Study: Coopers’ sponsorship of SBS RocKwiz

Background

One hundred per cent of SBS commercial revenue goes to fund compelling content across all platforms, and the network's ‘Short Break' positioning is central to its sales strategy.

SBS does not have the marketing budget of its competitors, and therefore requires ongoing, effective PR to convey its key message that SBS is the best place for advertisers to tell their stories.

In this instance, Access PR's objective was to communicate the advantages SBS Short Breaks offer, using Coopers' Pale Ale's sponsorship of RocKwiz as an example.

Results

Access PR secured exclusive feature stories in key trade media for both the sponsorship announcement and subsequent Nielsen Media Research study proving the campaign's effectiveness. All of SBS's key messages, and highlights of results, were published, including proof that SBS ‘Short Breaks' increase consumer engagement and recall; that sponsorships are particularly effective in driving purchase intentions among the target market; and that Coopers' had renewed its sponsorship for the latest series of RocKwiz.

The case study has been subsequently referenced in other media reports and features in SBS's new ‘Short Breaks' trade campaign: ‘brands look bigger in a small space'.

Further Resources

Coopers turns to TV for biggest marketing push - AdNews, 19 October 2007