The initial partnership with Yahoo! Music involved branding their festival guide. But we felt this would lack cut through because we wanted Right Guard to bring real added value to our audiences experience at festivals.Our integrated campaign gave people the chance to win a seat in the van with one of 4 of the UK’s hottest bands as well as promoting the exclusive footage on the website and the mobile festival guide. The campaign included press ads in student magazines, online advertising, field marketing at festivals, pre-roll idents and the van itself, which clocked up 800 miles.

We achieved 130,000 page views with nearly 80,000 unique users. One video alone has generated 26,000 views on Bebo/You Tube and there are 37 of these altogether.20,842 people used the ‘Don’t be caught off-guard’ mobile guide with an esitmated 500,000 people seeing our van as it took centre stage at festivals.Over 1000 people took part in the competition to win a place in the van.And although we didn’t set out to generate sales, Right Guard Male line sales were up 36%. Which has helped the brand increase their market share by 1.6% points over the same period.