Sky AdSmart help McLaren launch first TV ad campaign

Sky AdSmart Help McLaren Launch First TV Ad Campaign

Sky AdSmart Help McLaren Launch First TV Ad Campaign 700 411 Gravitate

British F1 experts McLaren have joined forces with interactive ad platform Sky AdSmart to help launch their first ever TV campaign.

The premium sports and supercar brand will use Sky’s geo-targeted capabilities to deliver a 40 second ad promoting their new 570S Sports Series models.

Released in 2014, the AdSmart platform works to help advertisers target a specific audience based on attributes such as age, location, lifestyle and net worth. As a result, small and medium sized businesses along with niche brands and location specific advertisers can all benefit from TV ads.

Depicting the journey of the car from its construction, design and manufacture to the sale and onward journey, the McLaren Automotive pan-European campaign will air from March 7 – April 17 next year – predominantly targeting entrepreneurs, small business owners and those earning more than £80,000 per year.

Jamie West, deputy managing director for Sky Media said of the partnership: “We are delighted to welcome an elite brand like McLaren to the growing list of Sky AdSmart advertisers. We’re honoured that McLaren has decided to partner with Sky Media for the only TV component of its pan-European marketing campaign. This is a fantastic example of how Sky AdSmart combines the power of TV with the highly targeted requirements of any niche or geographically-specific business.”

How has the Sky AdSmart platform changed consumer behaviour?

Sky claim channel switching between shows has reduced by a third amongst those using the AdSmart platform, due to greater ad relevancy. 

Running in partnership with Top Gear in the UK, the new campaign marks a bid by McLaren to give their brand image an overhaul and to cement their place in the supercar market. Through the campaign they hope to track down new audiences and have targets to deliver thousands more prospects and test drives across Europe.