We’re thrilled to announce that one of our valued clients, YourStride, was recently shortlisted for the prestigious Best Out Of Home Campaign category at the Silver Marketing Awards. While they didn’t take home the top prize, being in the running alongside heavyweights like the Centre for Ageing Better and Oxfam is a testament to the power and innovation of their campaign, which utilised our Grassroot Media network of bowls clubs.
Innovating in Bowls Clubs: Targeting an Engaged Audience
YourStride’s campaign was designed to engage the over 50s demographic directly where they love to be: bowls clubs. These environments are ideal for advertisers because they reach an active, social audience, deeply involved in community life. By using a mix of posters and leaflet holders, YourStride was able to place its messaging directly in the sightline of their target audience, creating a positive association between their brand and the clubs.
Bowls club members are passionate about their sport and their venues, spending hours socializing and playing. By placing ads within these spaces, brands like YourStride, Octopus Energy and AMC True Crime not only reach a highly relevant demographic, but also benefit from the positive engagement these members have with their clubs. This association between the advertising and the community-driven atmosphere of the clubs drives stronger brand recognition and trust.
Why YourStride’s Campaign Stood Out
YourStride’s campaign was not just about traditional Out of Home (OOH) advertising; it brought a fresh, tailored approach to OOH marketing, by targeting specific venues where the over 50s demographic spends their leisure time. The campaign resonated with bowls club members because the messaging was in their space, not in a general public setting.
We’re seeing a growing interest in the bowls club space as an advertising medium for brands targeting an older, active audience. These venues are ideal for campaigns because:
- Active Participation: The over 50s who frequent these clubs are engaged not only in sport but also in club social events, meaning they’re spending time in the clubhouse where our ads are placed.
- Positive Associations: Members are aware that the advertising they see supports their club financially through our revenue-share program. This leads to a positive connection between the brands advertising and the clubs themselves, as members know that these companies are actively contributing to the sustainability of their venues.
- Extended Dwell Time: Unlike traditional OOH placements, where viewers may only glance at an ad, members of bowls clubs often spend hours in the club facilities. This means that ads receive multiple viewings over long periods of time, reinforcing the messaging and driving home brand recognition.
Proven Effectiveness: A Track Record of Success
YourStride’s campaign builds on the success we’ve already seen in similar placements. One standout example is Octopus Energy, which leveraged our bowls club network to drive engagement among a similar demographic. You can read more about their campaign and its success in our Octopus Energy Bowls Club Advertising Case Study. The results show just how effective this type of targeted, venue-specific advertising can be.
For example, Octopus Energy saw a meaningful uptick in engagement from bowls club members, with many clubs appreciating the value the ads brought to their community. In both campaigns, the common thread is the deep, positive connection between audience and venue, which helps enhance the trust and credibility of the brands that advertise through our network.
The Grassroot Media Advantage: Low-Cost, High-Impact Advertising
We’re incredibly proud of the Grassroot Media network, not just because of the revenue-share model that gives back to the clubs, but because of the value it delivers to advertisers like YourStride. With access to over 100 clubs, each displaying up to six posters, our network reaches over 120,000 active, engaged individuals every week. These members spend hours per visit in their clubs, ensuring that advertising campaigns receive multiple impressions and long-lasting impact.
What makes our offering truly unique is the zero-risk nature for clubs—there’s no investment required from them, but the benefit is significant as they receive a portion of the advertising revenue. This positive reinforcement means that brands are not only supporting their target audience’s favorite venues but are also becoming a part of the community’s lifeblood.
What’s Next?
While YourStride’s campaign didn’t take home the award this year, it certainly proved that targeted advertising in grassroots sports venues is a powerful tool for brands looking to reach niche demographics. As we head into 2025, we’re excited to continue growing our network and helping more advertisers tap into these highly engaged audiences.
For potential advertisers looking to make a real connection with their audience in a relevant, personal setting, there’s no better platform than Grassroot Media. Whether it’s bowls, cricket, or rugby clubs, our network provides the perfect environment for brands to reach their audience where they feel most comfortable and connected.
If you’re interested in learning more about how Grassroot Media can help you achieve your advertising goals, feel free to reach out. We’d be happy to share case studies and success stories or discuss custom campaigns designed specifically for your brand’s needs.
Contact us today to learn more about advertising in grassroots sports venues!