Insights

Showcasing Absolute Agency's Outstanding Work for Duckhams Yuasa Racing in 2023

By Chris Hodgen

I’ve been meaning to share this for a while. Rather than creating a full case study, I wanted to highlight the fantastic work we delivered for our sponsorship partners in 2023 by writing this blog.

As project lead, I’m proud to showcase the exceptional efforts of Absolute Agency as part of the ongoing Duckhams Yuasa Racing project. Now in its third year, this initiative demonstrates the impact of strategic collaboration and innovative brand activation.

Led by Absolute Agency and in partnership with the Rapid Group, this program unites key brand partners to support talented, underfunded racing drivers while simultaneously driving significant brand growth. The results speak for themselves: impactful campaigns that leverage TV, PR, social media, hospitality, and B2B relationships to build awareness and engagement across the motorsport community.

2023: A Fan-Centric Strategy

This year, the campaign took a bold new direction, focusing on motorsport enthusiasts at live race events. With nearly 400,000 spectators attending TOCA paddocks annually and a television audience of 2 million, the goal was clear: reintroduce Duckhams Oil to a new generation while celebrating its iconic heritage.

For many fans, Duckhams Oil is an unknown name despite its century-long legacy as a leading lubricant brand, temporarily overshadowed by BP’s focus on Castrol in the early 2000s. The campaign aimed to reignite the love for Duckhams, educating audiences on its rich history while showcasing its cutting-edge innovations.

The results were amplified by the team’s on-track success: Adam Smalley clinched the overall Porsche Carrera Cup GB drivers’ championship, while Harry Foster triumphed in the Rookie Class. Coupled with the striking Duckhams-liveried Porsche 911 GT3 Cup cars, these victories solidified the brand’s return to the forefront of motorsport. But more importantly, generated a 1,733.33% ROI.

Activations That Delivered Results

At the heart of the 2023 strategy was an engaging Partner Trade Unit, deployed at all eight race weekends. The unit served as an interactive hub where fans could explore Duckhams’ heritage and learn about GS Yuasa’s industry-leading battery technologies.

This activation was brought to life through:

Interactive Displays & Engagement:

Specialists from Duckhams and GS Yuasa engaged directly with fans, addressing queries and showcasing product ranges. A takeaway brochure, QR-coded for easy online access, enabled fans to continue learning post-event.

Fan Competitions:

Competitions to win exclusive prizes, including passenger rides in Porsche Cup cars, Porsche Experience Days, and merchandise, created excitement while building a robust database of race fan contacts for ongoing communication.

Driver Meet-and-Greets:

Autograph sessions featuring drivers Adam Smalley and Harry Foster drew crowds, with over 5,000 posters and 3,000 stickers distributed across the season.

Photobooth Activation:

A Team Duckhams Yuasa Racing photobooth allowed fans to immerse themselves in the racing experience, generating massive social media engagement. More than 8,000 tags over the season showcased the reach and resonance of the campaign.

Partnership Leverage:

General Traffic extended the campaign’s impact beyond the track by incorporating the trade stand and race simulator into their Summer depot events. Featuring one of the Porsche Carrera Cup cars, this initiative provided a unique experience for staff and clients.

Outstanding Results

The campaign achieved remarkable success, culminating in Duckhams selling over 500,000 additional litres of oil in 2023. These results underline Absolute Agency’s expertise in crafting integrated campaigns that not only build brand equity, but also drive tangible business outcomes.

By combining innovative storytelling, immersive activations, and strategic partnerships, Absolute Agency has proven its ability to deliver world-class marketing solutions. The Duckhams Yuasa Racing project is a testament to the transformative power of creativity and collaboration in the pursuit of excellence.

For 2024, we changed direction slightly as we entered the world of GT racing with McLaren, but those results will be for another blog.....