Lysol, NASCAR Sponsorship at Target
Agency: Catapult Action-Biased Marketing
Client: Reckitt Benckiser
Lysol and Target are major sponsors of the Chip Ganassi NASCAR racing team. In 2009, growing public concern over the pandemic H1N1 flu virus and other germ-borne illnesses made the importance of Lysol’s virus-killing ability – and its visibility at Target Stores — more important than ever. Driving home LYSOL as a relevant brand to highly loyal NASCAR fans, while leveraging its NASCAR sponsorship, was an important step in the brand’s revitalization plan.
Specifically, the company wanted to increase purchase of LYSOL Wipes, which were losing distribution at Target stores, educate consumers on the importance of both cleaning and disinfecting to prevent the spread of bacteria and flu viruses and generate consumer awareness of LYSOL and Target brands as NASCAR sponsors.
LYSOL used a comprehensive set of marketing programs across several venues and formats, including product promotions, at-track marketing and customer hospitality initiatives.
LYSOL transformed women’s restrooms at events to “LYSOL Clean” environments, each maintained by uniformed LYSOL brand ambassadors. LYSOL product was displayed, with bathroom signage showing the entire line. Interior messaging drove fans back outside to visit the brand ambassadors to receive LYSOL coupons redeemable only at Target.
NASCAR fan guide track maps featured LYSOL logos showing the location of the “LYSOL Clean” bathrooms. Jumbotrons ran “LYSOL Clean” ads. PA announcements cited the program and websites carried the LYSOL logo where fans could click through to visit LYSOL’s brand website.
At the All-Star race, the credentials trailer was wrapped in LYSOL branding. In addition, sidewalk decals led fans to pit road where LYSOL banners were featured.
Online, LYSOL and the Centers for Disease Control and Prevention (CDC) partnered to create cdc.gov/ounceofprevention, to arm families with information and tips needed to prevent illness and disease through simple hygiene routines.
The efforts generated a 32% increase in sales over Target’s forecast; drove more than 1 million on-site impressions and resulted in 15% coupon redemption at Target.