dxt case study
Post on 08-May-2015
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Ducati Xerox Superbike Team
A sponsorship success
Xerox Europe Sponsorship objectives
• Increase brand saliency and top of mind awareness
• Facilitating a transition towards desired brand positioning
• Enhance key brand attributes
• Vibrant, Human, Connected, Open
• Motivate and energize customers and employees
• Provide salesforce/customers incentives & hospitality opportunities
• Provide a platform for Xerox marketing communications activities
• Based around Xerox’s ‘Ready for Real business’ communications platform
Why World Superbikes?• Looking for something new after the Xerox
sponsorship of the Olympics finished in 2004
• Embodiment of dynamism & vitality
• Global appeal & reach• 13 races, 3 continents• 44% European reach• 2 billion global TV audience (06: 180m)• 94 networks, covering 173 countries• 2,758 hrs (06: 1,950) of coverage
delivering $700m in media return• 215 million Internet viewers
• The world’s most prestigious production based championship
• Dramatisation of Xerox’s brand attributes
• Relatively untouched by corporate brands
• World Superbike accessibility and openness compared to something like F1
Why Ducati?
• One of the most iconic brands in the world
• Stylish, cool, dynamic, unique
• The most successful team ever in World Superbikes
• 16 Manufacturer's and 13 Rider’s Championship titles
• Unrivalled in terms of reach and appeal beyond World Superbikes
• Embracing lifestyle media and ‘celebrityism’• Common colour scheme
• Ducati and Xerox, driven to succeed as market leaders
• Both brands passionate and committed
Why Ducati?• Similar customers
• People buying a premium Ducati bike tend to be business leaders, C levels and business owners – the sort of people Xerox wants to engage.
• Ducati sells ‘membership of a club’ rather than just bikes; opportunity for Xerox as a B2B brand to engage customers in their relaxed leisure time.
• Ducati Motor Holdings is a Xerox customer
• Rationalised office equipment, reducing costs by 23%
• Author, translate and print Ducati technical manuals and other materials, reducing printing time from 15 days to 1 day.
Sponsorship History
2004 Road testXerox Ducati
Team, Caracchi
NCR Team
2005 1st year, learningsDucati Xerox TeamDucati Corse SRL
2006 - 08 getting it right2006 & 2008
Champions
2008 -10 New Xerox branding
New Story
2004
2006
Noriyuki Haga # 41
• Nationality: Japanese
• Born: March 2nd, 1975
• Marital status: married to with two children
• Height: 1.68m Weight 65kg
• Hobbies: Golf and watersport
• 2009 2nd in World Superbike Championship
Michel Fabrizio #84
• Nationality: Italian• Born: September 17th,
1984• Marital status: Married
with two children• Height: 1.73m Weight:
64kg• Hobbies: Football and
cinema• 2009 3rd in World
Superbike Championship
Ducati Xerox Team riders 2010
Contract highlights
• Ongoing multi-year contract• Title Sponsorship – the Ducati Xerox Superbike team
• 3 replica showbikes• 6 public appearances• 40 Paddock passes for each round (increased from 30)• Additional passes available to purchase if needed• 5 tables for hospitality• Mutual agreement on an annual marketing plan with common
promotional activities• Ducati to organise a sponsor workshop at the first part of each
season
Activation
The sponsorship is activated through:
• Customer hospitality around the races• Marketing in the paddock• Showbikes visiting customer events and tradeshows• Employee Engagement• TV and Press Coverage• Co-sponsor marketing• Personal Appearances by the team• On-line and Web activation.• Merchandise
Hospitality• We host up to 40 guests per day over a three day
race weekend• Focus on the ‘Race day experience’, enabling
guests to feel part of the Ducati Xerox family:– Race day program– Introduction to the team– Garage Tour– Great Italian cuisine.
Marketing in the Paddock
• Hospitality branding to tell the story of the sponsorship
• Technology centre showcasing Xerox technology, printing out photos of fans on the showbike.
Showbikes
Trade show and Events, Key European
markets • Ducati partners • EICMA, Drupa, Goodwood• HR Owen• PUMA• MPH
Employee Engagement
Team Visits to Xerox Sites• Bike displays, wheelies, burnouts• Autographs
Team manager presentation to senior Xerox Staff• What makes a great team
TV Coverage
• Live coverage of all qualifying and races on Eurosport• Reaching 117million homes in 59 countries (also in HD)
• Live coverage of races on Speed channel in the US
Co-Sponsors
Puma Store in Carnaby Street, London
Alfa Romeo promotion
Personal Appearances
Online Activation
Face book2,500 followerswww.facebook.com/ducatixeroxteam2010
Xerox.com/sponsorship• photos, videos,
downloads, news
plus twitter....
Merchandise
Ducati Xerox Shop at IPEX 2010
€20,000 worth of team merchandisesold in 10 days
ROI Summary
• TV & media coverage delivers 3 to 5 X the sponsorship cost in media value (depending on the success of the team)
• Customer hospitality We track the guests visiting the races against our central marketing database. These customers delivering $10’s millions in revenue – they are the right customers.
• Employee engagement Enthusiastic following with employees, value difficult to measure
• Brand visibility Brings excitement and something different to tradeshows, events and customer meetings.
• Summary Strong positive ROI from the sponsorship.
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