Vhi’s purpose is to help members live longer, stronger, healthier lives by providing access to affordable healthcare. Vhi underwent a brand reposition last year, evolving from solely a healthcare insurer into also a provider of healthcare services.
As sponsors of Vhi Women’s Mini Marathon, an annual 10km all women’s event, we conceived an integrated sponsorship campaign, targeting our key demographic of women aged 25 – 35, that would position Vhi as a trusted and expert leader in Irish healthcare whilst raising awareness of our services and sponsorship of the event. Furthermore, we committed to driving registration amongst our target audience, as event participation struggled to return to its pre-pandemic numbers.
Key objectives included achieving a sellout event, increasing registration amongst our target audience and deepening our sponsorship association. Campaign activity comprised of ambassador collaborations, content strategy, PR and advertising campaign, rewards for Vhi members, internal communications, a mid-campaign event, and a reinvigorated brand activation experience, which drummed up momentum and anticipation ahead of the main event.
This incredibly successful event and campaign delivered across the board on various objectives and KPIs. The event completely sold out. Sponsorship awareness increased and most entrants said they would participate in the event again. Our expectations were firmly exceeded and this event is a great example of how a sponsor and rightsholder worked together to create a best-in-class experience for participants.
