Shepherds Friendly launches first pitch-side advertising campaign during Challenge Cup
Shepherds Friendly has launched its first pitch-side advertising campaign as part of a wider marketing push tied to its 200th anniversary year.
Shepherds Friendly has launched its first pitch-side advertising campaign, with digital adverts appearing throughout the later stages of rugby league’s Challenge Cup competition.
The Manchester-based mutual society displayed in-motion adverts promoting its investment and insurance products during the quarter-finals in April and semi-finals earlier this month. The campaign will continue during the Challenge Cup final at Wembley Stadium on 30th May.
The partnership comes during milestone years for both organisations. The Challenge Cup final will mark the competition’s 125th final, while Shepherds Friendly is celebrating its 200th anniversary later this year.
Wigan Warriors secured their place in the final after defeating St Helens 32-0 in the semi-finals, while Hull KR beat Warrington Wolves 32-12 to set up the first Challenge Cup final meeting between Hull KR and Wigan.
The campaign forms part of a wider marketing strategy for Shepherds Friendly during its bicentenary year, with additional activity planned across Meta, radio, out-of-home advertising, linear television and ITVX video-on-demand.
Zac Chetwynd, head of marketing at Shepherds Friendly, said: “Rugby League and Shepherds Friendly were founded less than 30 miles from one another well over a century ago. We felt there could be no better time for Shepherds Friendly to partner with the Challenge Cup than when we are both celebrating milestones, of 200 and 125 years, respectively.
“We hope this campaign will give greater exposure to the mutual, highlight the benefits we provide to our members and act as a strategic accompaniment to our existing marketing campaigns across Meta, OOH, radio and TV.”
The Challenge Cup final will be broadcast live on the BBC.
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