Delivered a UK campaign to accelerate revenue from £0 to £6.5m in 24 months.
Born to Race
Born to Race
Since 1899, Duckhams motor oil has achieved legendary status, both on and off the track.
Celebrated worldwide for its top-quality performance and engine protection, it has become a staple in motorsport, supporting drivers from amateurs to champions.
After a hiatus, Absolute helped revive Duckhams' presence in motorsport, reconnecting it with a new generation of talent in the Porsche Carrera Cup GB Series in 2021.
Watch the Duckhams Motorsport Heritage Video here.
A new audience.
A new audience.
The challenge was to restore Duckhams back to its former glory. To get there, we made brand awareness our key objective, through accelerated multi-channel activity designed to place the brand front of mind for a new generation of motorsport fans.
Ready for success.
Ready for success.
From the start we embarked on building the Duckhams brand, supporting drivers, forging partnerships, and ensuring on and off-track success.
In 2022, after guiding Dan Cammish to victory in the Porsche GB Championship, we expanded the sponsorship to back a two-car team.
To achieve this, we enlisted more partners, including GS Yuasa, CarFinance 247, Porsche Retail Group, and Marathon Watches, for 2023.
Leading by example.
Leading by example.
To give the team the perfect start we wanted to make the team the best looking and most active on the grid.
We brought back the iconic blue and yellow colours in the livery of the new Porsche 911 922 GT3 Cup car.
We then combined this with the Duckhams oil droplet icon that featured in campaigns from the past to create a bold, impactful livery that stands out on track.
The challenge was twofold; to continue Duckhams valued tradition of supporting the motor stars of the future, while ensuring an outstanding return for our brand partners.
Our track record in delivering high sponsorship ROI, meant we were able to support the marketing strategies of Duckhams and our team sponsors across not just one, but across four key areas, helping to engineer a 40% sales increase for Duckhams in 2022.
The creation of a new iconic car livery spearheaded a co-ordinated media strategy across multiple broadcast, social and digital channels.
Brand exposure was further enhanced with ITV and ITV4 providing coverage across the 2022 season, giving Duckhams the perfect platform to reach a global audience. We developed a social media strategy for the season which included our ‘Born to Race’ video series, supported by pre, during and post-race activity and videos. In total, 301 social posts were created over a 9-month period. A strong digital presence was established, along with a streamlined website which was created with our own Absolute Control Lite software.
Additionally, the Absolute PR team also played a pivotal role in brand activity, scoring major successes such as a slot on ITV News and a coveted 4-page supplement in Autocar.
Trackside, Duckham’s enjoyed total brand presence, maximising interaction with the 320,000 spectators attending across eight race weekends via branded flags, driver cards, partner posters, leaflets and lanyards.
With Duckhams’ brand licensee, Rapid Group, we launched a promo using a rewards system designed to incentivise sales through their 20,000+ garage network. The points earned enabled garages to claim back Duckhams merchandise, race tickets and track hospitality.
From a Corporate Karting Event in Dubai to a Race Simulator Day and other events in-between, we gave our guests adrenaline-boosting opportunities to engage with our sponsors and the racing team.
Throughout the course of the season we also hosted over 250 guests at the Porsche Hospitality Centre and private suites with personal appearances by drivers.
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CarFinance 247
Driving Engagement