VOLVO OCEAN RACE 2005-2006 - CASE STUDY: ERICSSON
Objectives and Implementation
Ericsson wanted a global sporting event that would:
- strengthen its brand
- provide a platform to meet with key customers and clients on an
- international scale
- Showcase its leading edge technologies in a harsh operating environment
Implementation strategy:
- Fully branded Volvo Open 60 available in stopovers for client entertainment
Hi-tech hospitality structure in each port for meetings, networking and
- showcasing latest technology
- Official Mobile Communications Partner to the race
- Official team website
- Extensive internal engagement programme
Results for Ericsson
- Total media value estimated at US$65million (55% generated from ‘new
- media’, 25% from TV, 25% from print media)
- 500 Business-to-Business events staged
- 100-plus technical seminars / workshops
- 4,600 key contacts entertained
- 80%-plus at Senior Vice President level and above
- 2,000 journalists engaged (50% in business, financial and technology
- sectors, 50% in lifestyle, sport and features)
- 3,993,065 pages of mobile phone content delivered
- 170,000 pages delivered on peak day, 17th June 2006
- 2,250,000 page views on official web-site
- 85% of 56,000 staff considered sponsorship “worthwhile.”
- Total value to Ericsson / Sony Ericsson, “approaching US$100million”
Estimated return on investment 450% - 500%
VOLVO OCEAN RACE 2005-2006 - CASE STUDY: ABN AMRO
Objectives and Implementation
ABN AMRO were looking for a sporting event that:
- Was truly global
- Embraced their core markets of North & South America and Europe
- Reflected its business of competing against the very best in the world in a hostile environment
- Delivered a significant global hospitality opportunities
- Delivered a vast array of corporate branding and communications opportunities on an international scale to profile its newly standardised
corporate colours and branding across the group - They could win!
Implementation:
- Euros 50 million invested, split 40% on their two boat campaign, 60% on activation
- Internal engagement programme embracing staff around the world
- Massive hospitality programme targeted at key customers and clients
- Media campaign supplementing that of the Volvo Ocean Race
- Set out to win to reinforce and demonstrate their strapline and core values of Integrity, Teamwork, Respect and Professionalism
Results for ABN AMRO
- Total media value estimated at Euros 60million (US$77million)
- Of all Volvo Ocean Race press articles, 8141 referred specifically to ABN AMRO
- 35,000 key B2B customers, clients and contacts entertained, 60% B2B clients entertained at ‘home’ stopover at Rotterdam
- 25 million ABN AMRO Intranet ‘hits’ during Volvo Ocean Race
- 45,000 members of staff wearing Team ABN AMRO uniforms
- Team ABN AMRO branding in 3,700 branches in 52 countries
- 85% of media exposure in lifestyle, sport and general features
- 15% of media exposure in financial and business sector
- ‘Overwhelming majority’ of consumers interested in Team ABN AMRO in Volvo Ocean Race, in ABC1 demographic
- For more information please contact florence.irwin@gmail.com
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