M&G CHELSEA FLOWER SHOW SPONSORSHIP: LET'S GROW
M&G has sponsored the Chelsea Flower Show for 10 years. Although this has driven high awareness of the brand amongst those already investing, M&G wanted to make the most of the wider audience of potential investors that the Flower Show can reach.
So this year we took the M&G sponsorship message beyond the show and on to TV, as well as into a highly targeted (and re-targeted) content campaign – giving us the opportunity to use long-form media to tell the audience more of our brand story.
Focusing on how the benefits of gardening mirror those of investing over the long-term the campaign succeeded in driving a wider understanding of M&G’s business, with propensity to purchase up 265% from 2017 and over £200K new investment directly attributable to the Let’s Grow campaign achieved within weeks of the campaign.