Activating Network Q’s sponsorship of Wales Rally GB.
We created the Network Q brand for Vauxhall 27 years ago and we’re delighted to say we are still their lead agency today.
In 2015, that asked us to help find a way to celebrate their 25th anniversary. Rekindling Network Q’s long history with rallying seemed the obvious place to start. We suggested a sponsorship strategy, leading to title sponsorship of the WRGB National Rally – and our #DirtyWeekend campaign was born.
We spread the word among die-hard rally fans to let them know that Network Q were back in the rally game. Two Network Q rally teams were announced at our media day, and our vehicle livery designs were unveiled. A social media teaser campaign was launched using the #DirtyWeekend hashtag, alongside eCRM activity, all driving to details of the event on a bespoke landing page on Network Q’s website.
Normally our events team pray for sun, but a November weekend in Wales truly delivered on the #DirtyWeekend promise. The Cogent team were there on the day to live tweet, shoot video footage meet and greet everyone from fans to marshals, and deliver a rally event befitting Network Q’s reputation for motoring excellence.
We designed and produced all the event collateral and signage too from flags to information card lanyards packed full of information about Network Q, the rally and its history and the Network Q teams and their cars. The #DirtyWeekend ponchos went down a treat too!
The campaign saw a 7,500+% increase on average weekly Facebook engagement. Twitter followers were up by 32% with 1,416 hashtag mentions and the social videos had 45,079 views.
Network Q website also saw views increased by 43%.
Our PR team generated 120 pieces of coverage, with an AVE of £180,000 and a reach of 9 million people.