[cleeng_content id=”219468067″ description=”99 cents or 10,000 hours. The path to being an expert can be easy or hard. ” price=”0.99″]There are certain sponsors who really make a difference to a sport. When Skandia sponsored Cowes Week, they did it properly, adding a level of professionalism and commercialism that the regatta has struggled to replace. Last week, the investment company backed the 2nd annual Sail For Gold regatta in Weymouth as part of their sailing based promotional campaign.
Now the brand is going to use sailing in a consumer campaign. According to Marketing Week, Skandia is to ramp up its consumer marketing activity to promote its “fresh approach to investment” and take on higher profile rivals Aviva and Standard Life. Skandia will use press advertisements and a possible television push this year and next year in a bid to push its investment solutions platform, which offers consumers risk assessment tools designed to put the customer in control of their investments.
Jo Gilbey, head of communications at Skandia UK, says the company is extending its marketing effort beyond trade press to “help with pull through” for financial advisers.
“We want to raise awareness of who we are and what we do.”
The strategy is similar to the one employed by Artemis, who sell through financial advisors but require a certain level of awareness to ‘drip-down’ to the end customer, however Artemis’s sponsorship campaign won’t be including TV any time soon.
Aviva, who Skandia is competing against in this campaign, have scaled back their use of sailing in favour of Rugby and athletics.
Skandia recently reported that it generated net inflows of £1.9bn over the six months to 30 June, up 171% on 2009. Total net client cashflows increased by 225% to £1.3bn in the first half, leading to a 3.5% increase in total funds under management to £29.2bn.
While America’s Cup defender BMW ORACLE tries to crowdsource video production techniques from Generation Y, Skandia’s agency – St Luke’s, has created a film that is visually exciting and manages to communicate the technical nature of sailing. If the graphic overlay could be added over live sailing it would revolutionise the way sailing is broadcast.