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DFS sponsorship of our Olympic coverage

olympic athletes olympic athletes

The Challenge

Furniture retailer DFS wanted to raise awareness of its new headline sponsorship of Team GB starting at the 2016 Rio Olympic Games, and to change perceptions about its brand with the main message being that DFS is both British-based and British made.

The Solution

We created a multi-platform partnership using all of ESI Media’s assets in print, online, on social and on the streets. This content-led campaign was fronted by DFS’ three Olympic ambassadors – Adam Peaty, Laura Trott and Max Whitlock – with the Evening Standard given exclusive
access to the athletes.

In addition, DFS was given a daily front page call to action urging readers to get behind Team GB as well as sponsoring the paper’s preview supplement and carrying sponsored daily coverage on the sports pages. For the two Olympic weeks 350 Evening Standard vendors around London wore t-shirts promoting the DFS and Team GB association.

Sponsored daily coverage on the sports pages
Sponsored daily coverage on the sports pages

Digital solution

Independent.co.uk channel takeover
and editorial content

Independent.co.uk channel takeover
Independent.co.uk channel takeover
Independent.co.uk channel takeover
Independent.co.uk channel takeover
Independent.co.uk channel takeover

Social media solution

ESI #GreatBrits

Outdoor solution

Vendor t-shirts

The Results

10.4 million

unique visitors: highest ever number on a sponsored channel

12,000

GreatBrits social media engagements

850,000

GreatBrits social media reach

Purchase consideration for DFS rose from 64% to

74%*

*Of those who were thinking about buying a sofa and had seen the campaign

For more information on sponsorships please contact
Steve Cording, Head of Sponsorship
Steve.Cording@esimedia.co.uk or 020 3615 2327