Event management in the world of Formula 1

Thèmes abordés

marketing sportif, Anglais, Sponsoring, Sponsorship, Création d'un événement, Formule 1, Automobile

Résumé du document

The client Johnnie Walker is looking for ideas on how to bring about the "Step Inside" campaign to life in a concentrated one month burst of pre-season activity in March 2011, focusing on the European markets of France, Spain, Greece and Poland, and taking men aged between 25-35.

Program:
1. Formula 1 car testing (Lewis Hamilton or Jenson Button)
2. Press conference on:
-The "STEP INSIDE" Golden Pass campaign => Additional Awareness.
-The next event (exclusive taste of a F1 night out) => to create traffic and buzz
3- Johnnie Walker Black label product tasting
Merchandise: Special edition Polo caps with Lewis Hamilton and Jenson Button's signature.

Extraits

[...] Untitled-2.JPG < number > Johnnie Walker / JMI Activation ideas – Step1 - Media Sports Press and F1 blogs – Inform & Reinforce Invite 2 F1 Blog influencers* + 2 sports journalists of each in the 5 targeted markets to a Formula One Car testing. Objective: Give them a taste of the F1 exclusivity to get a media support Location: Silverstone, UK =>Accessible circuit =>Easier to manage the risks (JMI team in UK) =>Easier logistic to get a Mclaren Mercedes car Programme: Formula 1 car testing (Lewis Hamilton or Jenson Button giving the indication) Press conference on: -the “STEP INSIDE” Golden Pass campaign mechanic additional Awareness. [...]

[...] ) Total £ Budget estimation £ VAT not included Leaving a bit less than 10% reserve Untitled-2.JPG < number > Local Bog influencers examples: France www.france-f1.net, http://www.webringf1.com/etc Greece =>http://matchblogs.blogspot.com/ , http://xastouki.blogspot.com/2009_10_18_archive.htmletc Poland www.formulapod.com/f1blog/ etc Spain=> www.f1aldia.com/, http://formulaunogp.blogspot.com/ etc www.f1badger.com, http://www.f1fanatic.co.uk/etc http://www.formula1blog.com http://www.bahrain-grand-prix.com/ http://www.australia-grand-prix.com/ http://www.facebook.com/Johnnie-Walker-UK http://mclaren.com/home http://badgergp.com/ http://www.f1badger.com/2011/01/win-monaco/ http://www.freemagz.com/event/the-johnnie-walker%C2%AE-pit-black-lounge http://intriguingnews.com/step-inside-the-circuit-with-johnnie-walker-black-label-exclusive-videos-with-lewis-hamilton-and-jenson-button/ http://www.lifestyleasia.com/features/johnnie-walker-jet-black-party-series-returns/article-id/6259 http://www.buzzinmotorsport.co.uk/exclusive-%e2%80%98step-inside-the-circuit%e2%80%99-videos-from-johnnie-walker-black-label/1275 http://www.cbt.com.my/100816/step-inside-black-circuit-johnnie-walker-pit-crew-experience Johnnie Walker / JMI Sources Untitled-2.JPG < number > Johnnie Walker / JMI Thank you for your attention. [...]

[...] . < number > CASE STUDY http://www.spirecapital.com/images/investments/JMI.JPGhttp://1.bp.blogspot.com/_Y9WPDnBsjc8/TMGoBj-orVI/AAAAAAAAABM/RXzdG3K1-yo/s1600/JohnnieWalker460.jpghttp://4carwallpapers.com/wp-content/uploads/2011/01/2006-McLaren-Mercedes-MP4-21-SA-Studio-1920x1440.jpgUntitled-2.JPG < number > Johnnie Walker / JMI The brief The Johnnie Walker client is looking for ideas on how to bring the “Step Inside” campaign to life in a concentrated one month burst of pre-season activity in March 2011, focussing on the European markets of GB, France, Spain, Greece and Poland, and taking males aged 25-35 ABC1s as their target audience. The budget is £1 million. [...]

[...] xxxxxxxxx Assets of this activation -Easy to produce -Technology oriented (most of the 25-35 ABC1 have smart phones) Risks of this activation -Local legislation on alcohol -People not reading the Gold Pass leaflet www.xxxx.com Untitled-2.JPG < number > Johnnie Walker / JMI The “STEP INSIDE” Formula 1 exclusive night Using local real estate agencies to find a location Unusual / Ephemere places (private hotels, old factory or warehouse etc . ) the capital cities (Higher people concentration + people more aware of exclusive/alternative happenings) 2 events per city only (10 in total) Limited to 500 people per night to keep an exclusivity) ( The free entry on Guest list grants you with a free drink at the Johnnie Walker bar. [...]

[...] -the upcoming happening (Exclusive taste of a F1 night out) create traffic and buzz Johnnie Walker Black label product tasting Gifts: Special edition Polos and caps with Lewis Hamilton and Jenson Button's signature http://www.selectmotorracing.com/images/circuits_tickets/select_silverstone.gif * Please refer to the Sources page for some Local Blog influencers Untitled-2.JPG < number > Johnnie Walker / JMI Activation ideas – Step2 – Tease the Consumers http://qrazymarketing.blog-idrac.com/files/2010/11/QRCode.jpg The “STEP INSIDE” Gold Pass Leaflet Guerrilla marketing: in the capital cities Hostess to be posted in front of men shops (i.e. Ferrari, Hugo Boss, Timberland, Puma, Fila, Tag Heuer etc . ) aiming men 25-35 as a target Leaflet in shape of a golden pass with a QR code at the back with an interrogative message: “Would you like to be invited to a F1 night out?” The QR code link the “Jwstepinside.com” (After entering the legal age and country), Directed to their city's Ephemere mini site event book for 1 night only. [...]