InsightFor the last 25 years, The Sunday Times has released its definitive table of the UK's wealthiest people. The Rich List is very important to the brand as it offers an annual USP and is one of the biggest drivers of sales.
IdeasGiven that 2016 was what financial experts characterised as a bull market, we decided to make the bull a key feature of our creative strategy. Our campaign placed the Rich List's most famous faces on the backs of furiously bucking rodeo bulls.
ImpactGrew the Times market share from 18.3% to 32.4% over the release weekend. PR coverage increased by 157%. Advertising value equivalent of £10M, 25% higher than last year. ROI of 2:1
- The Sunday Times