AUTO-OWNERS INSURANCE

SPORTS MARKETING CONSULTING & STRATEGY  |  SPONSORSHIP MANAGEMENT  |  HOSPITALITY & ENTERTAINMENT  |  MEASUREMENT & EVALUATION

THE STORY

Auto-Owners Insurance looked to Spire to develop a strategy in sports where they could increase their brand awareness and favorability while also increasing their agent engagement in particular markets of interest.

THE CHALLENGES

  • Increase Brand Awareness

     

  • Increase Brand Favorability

     

  • Increase Agent Engagement

OUR SOLUTION: NASCAR SPONSORSHIP

WHAT WE DELIVERED

After careful research and understanding of the company goals and objectives, Spire prescribed a partnership with NASCAR Championship driver Martin Truex Jr. NASCAR is the only major sport where brands are truly immersed into the field of play and as such, there is a tremendous opportunity for favorable brand exposure.

Using a relationship with Martin and his team, Joe Gibbs Racing, Spire was able to cultivate a high-wattage program that delivered brand exposure on network television multiple times throughout the calendar year. Martin won multiple races in the Auto-Owners sponsored car, delivering tens of millions of dollars in media value.

In addition to the in-race earned media, the Auto-Owners car became the subject of paid media campaigns from NASCAR and its associated tracks, who used the paint scheme to promote viewership and live attendance of their events, like the Bank of America 500.

In addition to increasing awareness and favorability, Auto-Owners also seeked a way to increase their agent engagement. Through the NASCAR sponsorship, Auto-Owners was able to host key insurance agencies in various markets across the country.

Using the branding on the car as a bonus, local insurance agencies received the opportunity to have their name on the car that raced in their market. They also received the chance to meet Martin Truex and take a picture with him just minutes before the start of the race.

The sponsorship has grown into a true bond between Martin and Auto-Owners. Martin is the Principal of the Martin Truex Jr. Foundation, which advocates for fundraising of pediatric and ovarian cancer. Spire has helped Auto-Owners come up with creative ways to provide support to the foundation, which has included special paint schemes, promotional merchandise opportunities and more.

THE RESULTS: BY the numbers

%

INCREASED FAVORABILITY AMONG NASCAR FANS

%

AWARENESS AMONG NASCAR FANS

%

MORE LIKELY TO RECOMMEND AUTO-OWNERS INSURANCE TO A FRIEND

LET’S START
something special.

Contact us today and learn what Spire can do for you.