BRITISH TOURING CAR CHAMPIONSHIP
Be an Olympus Pro for the Day – A high profile experiential programme with Olympus Cameras ran throughout the 2019 BTCC season. As a focal point of their new camera launch, Olympus gave potential customers, existing photographers and competition winners the opportunity to join a leading race team during qualifying day of a race weekend. During the day guests would have the opportunity to try the latest cameras and lenses, with unique access and expert tuition.
This touch and try programme was a huge success; , increasing sales, improving advocacy and awareness, generating great social media content and bringing a very targeted audience of hundreds into contact with high end equipment.
Objective - At a time when the public image of the building merchants industry was poor, Jewson’s business was doing well. Rapid growth and acquisitions had created challenges.
The Board engaged KMC to conduct an audit of existing sponsorships and deliver a medium term strategy that portrayed Jewson as market leader, added value to its customer network and created a source of pride for employees nationwide.
Activity – KMC identified rugby and horse racing as being sports that most resonated with the target audiences and set about a plan to best utilise these platforms to deliver the ROI required.
Using industry contacts and experience, KMC created a unique set of sponsorship assets that could be utilised on a national and local level.
KMC devised a unique “hub and spoke” strategy to deliver main shirt sponsorship plus secondary sponsorships and associated rights to ensure stakeholders across the UK were able to access the elite rugby platform.
In addition to the brand and extensive B2B benefits that were enjoyed across the business, Jewson also used its involvement to develop strong reward and incentive programmes plus an impactful grass roots strategy.
The outstanding success of the first 3 year sponsorship ensured a renewal for a further 3 years.
Orange is a mobile network operator launched in the UK in 1994.
Objective - Operating in 5 markets, the Board’s objective was for the Orange brand to be “famous in 50 markets” within 3 years. This was part of an aggressive strategy to build brand value.
A global platform was needed to not only achieve this objective but to engage proactively with customers, partners, the media and employees.
Activity – Developed a strategy based upon a Formula One team title sponsorship and a five year activation plan that resulted in Orange being rated as the 2nd most famous F1 sponsor within 6 months. Measured ROI ratio in year 2 was over 4/1.
Seven months after launching the OrangeArrows global sponsorship platform, Orange was sold to France Telecom in August 2000 for $37 billion.
After various mergers since 2010, Orange is now known in the UK as EE.