TASK  

Reaching an audience that does not respond to advertising — Russian collectors, entrepreneurs and HNWI clients — through partnership rather than media spend.

IDEA 

Ingosstrakh Exclusive, a luxury insurance company, runs an annual classic car rally for its private clients. Its guest list — collectors, entrepreneurs, public figures and journalists — is almost exactly the audience a luxury resort wants and rarely reaches.

We came in as principal partner. More than fifty crews took part, driving cars including a 1936 Riley Sprite, a 1914 Renault EF and a 1954 Citroën Traction Avant.

The value was not visibility for its own sake. It was one evening in the company of several hundred people who each hold a client list of their own.

Among the cars of the rally participants there were such examples as Riley Sprite 1936, Renault EF 1914, Citroen Traction Avant 1954.