Pogust Goodhead leverages the FIFA World Cup season for MyDieselClaim

Live action TVC incorporating a football theme to deliver a winning result for MyDieselClaim.com.

Challenge

To take our existing TV ad that was already performing well and develop new creative that would resonate with new audiences, to drive increased growth for the brand.

Insight

Working closely with our media agency partner, we identified that sports content, specifically football, drove the most cost-efficient mass sign-up volumes.

The impending FIFA World Cup (Q4 2022) gave us the opportunity to make diesel emissions relevant to a key football watching audience on a massive national scale.

Creative Strategy

Creatively our aim was to contextualise the advert as much as possible, to complement the programming and resonate with football fans, while retaining key elements that were performing well.

Crucially we also developed bespoke messaging to tailor the creative to the media placements, adding a contextual feel for the viewer whilst they were either enjoying the build-up, half time break or the post game analysis – all while complying with the strict trademark guidelines surrounding the tournament.

Results

With a carefully constructed strategy and fantastic team collaboration with MyDieselClaim and the media agency, the World Cup campaign exceeded all targets:

• More than doubling our forecasted sign-up volumes
• More than halving our forecasted cost per sign-up
• All while coming in under budget on media spend

The campaign also won the 2023 Performance Marketing Award for ‘Best Integrated Campaign’ and was also shortlisted for Best Lead Generation campaign.