Martini World Circuit TV

The Challenge

Shift negative brand perceptions (dusty / lack of relevance)

Re-engage with a young male European demographic, both directly and through media and trade initiatives

Identify, evaluate and secure a major brand investment programme and develop an accompanying activation plan

The solution

Big idea:
• Ownership of the “Lifestyle of Motorsport”

Driving brand image:
• Sponsorship of Scuderia Ferrari (Ferrari F1 team)
• Visibility within world of Formula 1™

Engagement:
• Range of brand advertising, branded content, relationship marketing & brand activation

Responsibility:
• Development of major CSR initiative

Delivery:
• Activities optimised to run across Europe

Poster

Event

Newsletter

Product

Website

The results

• 5% increase in sales value (2005-2006)
• Highly visible logo placement through Ferrari sponsorship – 2nd most recognised drinks brand in Formula One for 2006 Season
• 1.5 X ROI from track side advertising at 4 European Grand Prix
• TV show broadcast in 41 countries, reaching 53 million European consumers with an estimated airtime value of $10 million
• Global Corporate Social Responsibility campaign launched by FIA Foundation and Michael Schumacher
• PR value of €1-2 million per key European market
• Trade activation in 10 key markets worldwide
• Consumer promotions run across 10 countries and over 5m packs