Yokhama
Goal of campaign:
Yokohama tires aimed to increase their brand awareness and enhance a credible relationship in the motorsports world. They intended to build up the image of a high performance tire producer with the goal of becoming official tire supplier of an important motorsports event. 		Strategy:
Association with the FIA WTCC: Eurosport-owned event, the perfect sport communication platform
On-air: • Spots & sponsoring around the FIA WTCC, Motorsport & Tennis environment
Online: • Integration on the FIA WTCC website.
On-ground:
  • FIA WTCC"Official Tire Supplier"
  • "Doors & roofs" sponsoring package
  • Exclusive hospitality area combined with tickets for guests for each race. Trackside banners and on-board cameras to maximize brand visibility among spectators & TV viewers.
   
Methodology:
Sports Marketing Survey - 250 spectators interviews at the WTCC Brands Hatch event on site 		Campaign aim: Build awareness | Improve image
Target group: Men
Budget: Unspecified
Sector: Automobile
Advertising format:Classic spot | Sponsoring | Cross media
Country: Europe
   
Results:
Research proved that Yokohama activities around the FIA WTCC work efficiently:
  • Most recognized brand with a 56% awareness level (unprompted + prompted)
  • 95% of people interviewed think that Yokohama is a suitable sponsor of the WTCC.
Download: Title Date Size File Type
  Yokhama March 2009 157907 kb pdf