Liberty is one of the leading finance companies in Australia and New Zealand. After interviewing senior management we discovered a major focus was increasing their home and car loans business. One of the challenges was to build credible brand awareness amongst their target consumers. Traditional methods of lead generation had been slow to deliver results.
DESIGN
Rush identified V8 Supercars as the perfect platform and target demographic to deliver high-level, high frequency branding and increased lead generation, sign-ups and sales. With effective research we identified Liberty Financial as a good fit for this partnership in a category that had not been targeted by V8 Supercars. Alongside the traditional rights fee Rush created an innovative sales performance bonus linked with lead generation against V8 Supercars’ 2.4 million fans.
DELIVER
Working with V8 Supercars, we secured Liberty Financial as the Official Car and Home Loans Partner. Liberty Financial secured a premium asset with demonstrable ROI, linked with thousands of new business leads. The success of the partnership led Rush to be retained to activate the partnership and explore another partnership in V8 Supercars as sponsor of the Tekno V8 Supercar team.
