Vhi’s purpose is to help members live longer, stronger, healthier lives by providing access to affordable healthcare. Research revealed a relevancy gap among women aged 25–35 year olds.
Our sponsorship with the Vhi Women’s Mini Marathon allows us to address this business need. We developed an integrated sponsorship campaign, targeting our key demographic that would raise further awareness of Vhi’s sponsorship of the event and position Vhi as a trusted source of healthcare in Ireland. Additionally, we focused on driving registration amongst our target audience, to continue to build event participation amongst younger women.
Our key objectives included achieving a sellout event, increase registration amongst our target audience, increase member engagement, drive positive sentiment towards the event and deepen brand association. Campaign activity consisted of ambassador collaborations, PR, advertising, rewarding Vhi members, employee engagement, and a brand activation experience, which drummed up momentum ahead of race day.
This hugely successful campaign delivered on all objectives and KPIs. The event sold out within one month of launch, the fastest ever sell out in history with unprecedented demand. 31% of participants were in our target demographic, and sentiment towards the event was up 1% YoY to 48%. 95% of participants said they would participate again. Brand awareness increased by 3% and 11% claimed their entry fee back via Vhi rewards, up 2% YoY. Expectations were firmly exceeded, and a great example of how a sponsor and rightsholder worked together to create a best-in-class experience for participants.
