Brief
- Deliver communications for team AkzoNobel in the Volvo Ocean Race – the longest and toughest professional sporting event in the world
- Inspire the global workforce of 46,000
- Reach new audiences for the brand - sailing and adventure sport fans
- Secure key coverage in international media – lifestyle, sailing and sport
- Integrate key AkzoNobel brand messaging around teamwork, leadership, innovation, sustainability, performance and safety
Solution
- Integrated key brand messaging by creating an overarching theme to all our communication – Conquering Frontiers
- Optimise content for each marketing channel and customise key assets with for use with local languages and all internal AkzoNobel channels
- Target three core audiences – Hardcore sailing fans and media, sports and adventure fans, AkzoNobel corporate audience
- Create video and image assets to meet the relevant criteria – inspiring, authentic, inclusive, consistent and timely
- Create unique storytelling to engage international media, including behind the scenes footage, live TV-links to the boat and ‘RAW’ content
Results
- 11.7 billion media reach
- 9.5 million video views
- 2.2 million social engagements
- 460,000 website visitors
- 7,340 media articles in 44 countries
- 4.1% social engagement rate
- 540% increase in employee engagement
- Shortlisted for ESA Sponsorship Award – Best Newcomer to Sponsorship
Brief
- Deliver communications for team AkzoNobel in the Volvo Ocean Race – the longest and toughest professional sporting event in the world
- Inspire the global workforce of 46,000
- Reach new audiences for the brand - sailing and adventure sport fans
- Secure key coverage in international media – lifestyle, sailing and sport
- Integrate key AkzoNobel brand messaging around teamwork, leadership, innovation, sustainability, performance and safety
Solution
- Integrated key brand messaging by creating an overarching theme to all our communication – Conquering Frontiers
- Optimise content for each marketing channel and customise key assets with for use with local languages and all internal AkzoNobel channels
- Target three core audiences – Hardcore sailing fans and media, sports and adventure fans, AkzoNobel corporate audience
- Create video and image assets to meet the relevant criteria – inspiring, authentic, inclusive, consistent and timely
- Create unique storytelling to engage international media, including behind the scenes footage, live TV-links to the boat and ‘RAW’ content
Results
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