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Case Study

JONATHAN REA (ALMOST) WINS SPORTS PERSONALITY OF THE YEAR


Carole Nash, the UK’s leading motorcycle insurance broker, has been a partner of professional motorcyclist Jonathan Rea for a number of years. In October 2017, Jonathan became FIM Superbike World Champion for the third year in a row – the first biker ever to achieve the spectacular feat. 

The client laid down a very simple challenge to Ready10: How can we celebrate Jonathan’s historic achievement? 
  
Ready10’s response was to not only campaign for him to be on the shortlist for Sports Personality of the Year (SPOTY), but to see if he could win it. This was no mean feat – not only had Jonathan been overlooked the previous two years, but no biker had made the shortlist in a decade.

Via strategic comms aimed at key influencer audiences and a hard-working PR campaign he was not only nominated - he almost won.

Missing out on first place by less than 3,000 votes, Jonathan came second to the iconic Sir Mo Farah. However, in the process he received over 80,000 votes, beat the likes of Anthony Joshua and Chris Froome and garnered more support than Lewis Hamilton and Harry Kane put together.

The campaign generated 10,000+ signatures via a Change.org petition, 500+ social posts, 30+ pieces of earned media and spectacular business results for Carole Nash, including an increase in both insurance quotes.