Argus Insurance (Gibraltar)
Gibraltar 2019 International Island Games
For the past ten years, Argus had been sponsoring the Gibraltar team in successive editions of the International Island Games. In 2019, when the Games were hosted in Gibraltar, Argus supported this event, becoming the ‘Games Maker Partner’.
Client
Argus Gibraltar
Industry
Insurance
Type of Work
Campaign, Branding
Digital Marketing and Social Media
Website
www.argus.gi
Our process
The main aim of this campaign was to promote Argus as a Games Maker Partner in the 2019 NatWest International Island Games, which were held in Gibraltar.
In our creative direction, we brought together elements that represent both the Argus brand and the NatWest International Island Games. We did this by symbolyising the rock of Gibraltar that featured on all the visuals using a flat white triangle as a silhouette encompassing the brand colours. The messaging of the campaign together with the logos and main graphics highlighted that whether you were there to watch or to win Argus was right beside you.
Campaign Phases
1, 2 and 3
The campaign was split in three phases.
Through this campaign Argus Gibraltar launched its Facebook page and maximised on the reach of the Island Games in Gibraltar since the brand presence in the country is very visible. Communiqué analysed the market thoroughly and developed a marketing campaign encompassing various mediums including: TV, Radio, Print, Social Media and Branded Merchandise.
Pre-Games Period
Pre-Games Period
Post-Games Period
Landing Page
Argus Gibraltar wanted to feature their participation and sponsorship of the island games prominently on their website. We designed a landing page to cover the pre-games, during and the post-games period. The design was relevant to such a sports event and merged hand in hand with the messages and visuals of the whole campaign.
Facebook Page Launch
With the client’s brief specifically targeting engagement, we created a social media campaign focused on getting people to comment and interact. Together with this, the client wanted to redirect traffic to its website, to collect user generated information to further understand the market and to familiarise more the Gibraltarians with the Argus brand. Through a competition linked with the landing page on the website, the Facebook Page generated a reach of 22% of the whole country.
Online Adverts
Digital visuals for the online campaign on google and Facebook were produced inline with the whole campaign retaining the white silhouette symbolising the gibraltar rock and the brand colours. The images used featured unusual people in different poses making the campaign fun. The online adverts proved very popular and the return for every click and view was very high.
Print and Radio Adverts
The campaign visuals were developed for each of the three different phases with a catchy message together with an appealing image for both local magazines and newspapers. The same concepts were applied to three different radio ads which were aired on the main radio in Gibraltar.
Merchandise
To further increase the brands presence throughout the games giveaways for fans were distributed in key venues before the small island games. This consisted of a swag bag which included a cap, whistle, sunglasses, and branded Argus clappers.
