Buchanan's Forever

Activity:

Buchanan’s Forever was a music based philanthropic programme designed to engage with an upscale male audience and increase affinity for the Buchanan’s brand.

The programme which featured ATL and BTL communications encouraged the target audience to buy tickets to exclusive music events featuring major international artists (Elton John, Sting, Jon Bon Jovi) and supported by regional artists with proceeds from ticket sales supporting adult education projects in 3 Latin American markets (Colombia, Mexico and Venezuela).

Brief:

sponsorshipscience devised an M&E programme that enabled Buchanan’s to identify changes in Likeability and Brand Commitment across the different audience segments involved with the activity.

Using our 4Sight performance planning criteria we were able to explain to the Brand team and its activation agencies what was happening and why and to use this information to help make adjustments to the programme that could deliver greater levels of Attention and stronger Connections amongst certain audience segments.

Annual results were reported via our ROSI Dashboard allowing for direct comparison of performance year on year.