The Challenge
Sanlam Private Wealth wanted to maximise its sponsorship of Saracens. It had a logo on Saracens’ shirts and brand exposure at the Allianz ground but wanted to do more to separate itself from the club’s other sponsors; it wanted to draw more people to its site and explain the Sanlam proposition.
As a wealth management brand, it particularly wanted an activity which would target people who might also be potential Sanlam clients. This meant affluent office workers, rather than Saracens’ core family-orientated fan-base.
How We Helped
We suggested working with Saracens’ fitness experts, nutritionist and players to create The Ultimate Office Fitness Guide. The Guide carried diet advice plus a mix of special fitness routines which workers could complete without even leaving the office! Although it focused on fitness, the back of the Guide carried more about Sanlam – acting as a ‘Trojan horse’ through which the Sanlam brand and services could be explained and put in the hands of the target audience.
The Guide was downloadable from Sanlam’s website. We also launched it across the national, business, careers, HR, sports and finance media. To give it a strong news hook we used research showing how rarely office workers exercise, their poor diet habits, stress levels and problems with work-life balance.
To support the launch, we created a film featuring Saracens players demonstrating the workout, and with experts talking through some of the advice. This content was ideal for seeding across the web to health and fitness bloggers, fan sites, sports enthusiasts and online media.
