TalkTalk: A Sponsorship Worth Talking About
Into their 3rd year of sponsorship with The X-Factor, Talk Talk’s main objective was to position themselves as a market-leading provider of broadband, phone and mobile, and a family-focused business that rewards its customers
As a challenger brand in an extremely competitive market, TalkTalk wanted to be seen as a market-leader by driving fame through mass awareness. As a value brand TalkTalk needed a way to compete with the big boys like BT, Sky and Virgin, whilst being clever with their marketing budget.
To be a big, bold market leader you need to own the biggest programme on TV and activate it better than anyone else.
The X Factor is a huge TV event. Its unrivalled reach and social currency make it a very hardworking property and a smart buy - sponsoring The X Factor would give TalkTalk way more bang for their buck.
TalkTalk first came on board as sponsor in 2007. They were going through a period of huge change and needed something BIG to introduce their shiny new look and feel, and ‘Brighter phone and broadband’ positioning to the world. Enter The X Factor…
Year two was used to cement and grow brand awareness, whilst also ramping up the focus on user generated content, with the uber-popular Bright Dancing idents.
Year three of the sponsorship was all about the customer – keeping them happy with the hottest rewards, like the first ever X Factor Live Final at Wembley Arena (15,000 lucky ticket winners went along in 2011), and exclusive online interviews with The X Factor Finalists and judges, where the questions were submitted by TalkTalk Facebook fans.
In 2012 the partnership really came to life. TalkTalk were able to use The X Factor sponsorship to drive awareness of their new TV product, by giving the nation the chance to record their face, which was superimposed onto a TV head within their very own glossy music video. For the first time a mix of X Factor fans and past Finalists, including 2011 winners Little Mix, appeared in the idents.
Employee engagement was also a priority throughout the sponsorship, and tickets helped keep them all excited and proud about where they worked.
The 360 sponsorship delivered brand fame in bundles allowing TalkTalk to punch well above its weight. This gave a huge boost to the impact of their ad spend, putting TalkTalk firmly top of mind for millions of viewers and potential customers across the UK.
More than 25,000 TVR’s have been delivered across the course of the sponsorship, leading to 96% of the UK population seeing a TalkTalk ident.
190,000 potential ident videos were recorded by fans using the TalkTalk Facebook app in just one year. TalkTalk fans now love to converse with the brand leading to 2000 posts on their Facebook page a day at the height of the sponsorship
Brand consideration was 100% higher amongst people who were aware of the sponsorship
0Higher brand consideration with people aware of Talk Talk's sponsorship