Bikesure Insurance – ITV4 Sponsorship Break Bumpers
Sponsoring the ITV4 television coverage of the Isle of Man TT races was a great opportunity for Adrian Flux Insurance to increase the profile of its specialist motorcycle insurance arm.
They approached Norwich-based oneagency.co for the creative treatment.
The challenge for advertisers is always that programme sponsorship cannot contain offers, price-points or direct calls to action, but still needs to convey the essence of the brand. Oneagency devised a series of five and ten second bumpers around the concept of a ‘Biker Psychology Test’ featuring a swing-o-meter that in each execution struggles to make the a final choice between ‘Bike’ or ‘Wife’ - a tough decision that is then explained by the tagline ‘Bikesure Insurance - understanding bikers’ together with a text number for viewers to contact.
We handled production and also cleared and delivered the spots for ITV4 and ITV4-HD, plus additional versions for placement on ITVPlayer.
A fortnight prior to the Isle of Man TT coverage the brand search visits (search engine queries for ‘Bikesure’) had been up 21.8% whilst direct traffic to the Bikesure domain had been up 151.9% on the previous year.
For the week the sponsorship was airing on ITV4 brand searches were up 82.5% over the previous fortnight and direct traffic surged to 382% above the previous fortnight’s visitors.
Total site visits were up 276.6% at 5,624 vs. 2033 prior to the campaign.
Bikesure had been using TV sponsorship alongside its SEO strategy; but with no other marketing activities running during the week of the TT Races an uplift of 61.3% was ascribed to the sponsorship, translating into 2,137 additional visitors to the site during the week of the races.
Break bumpers may be a mere 10 seconds or less, but used creatively, those seconds can be some of the most hardworking on TV.