download company credentials pdf - capitalize

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CONTENTS
7 WELCOME
9 ABOUT US
11 WHAT WE DO
13 HOW WE DO IT
15 CAMPAIGNS
16 BACARDI
18 BIG EARTH
20 DEPARTMENT FOR TRANSPORT
22 ERISTOFF
24 TEAM HTC-HIGHROAD
LEFT: Charley Boorman and Ewan McGregor at the
Southern-most tip of the Continent of Africa. Capitalize designed
PR campaigns for the hit TV programmes ‘Long Way Down’
and ‘Long Way Round’ in collaboration with the production
company Big Earth – creating a lasting legacy of interest in the
programmes which in turn drives high sales for DVDs and books.
26 JD SPORTS
28 MERRELL
30 THE MOTORCYCLE INDUSTRY
32 PUMA
34 RAY-BAN
36 SOUTHERN COMFORT
38 STANDARD CHARTERED BANK
40 WORLD MATCH RACING TOUR
42 OLYMPIC SPORTS
45 CONTACT US
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WELCOME
Welcome to Capitalize. Our mission is to create fans for brands.
This book showcases the successful client relationships we have developed since we started in 1995.
At Capitalize we are passionate about brand engagement and believe that it is the most effective form
of marketing. For us, brand engagement is not about the number of people who see our clients’ logos.
It is ensuring that the right people have a powerful and meaningful dialogue with your brand.
Our business is about people, passionate people, empowered people, fans and avid fans. It is the new
frontier of marketing; it is the BrandFan ® business.
Our journey has been significant. We have grown organically from a one-man business into a leader
in our field, and into a global operator with a broad portfolio of clients including some of the world’s
biggest brands.
We hope the following pages stimulate you to want to find out more about our people, our tools and
our work. If you would like more information on Capitalize and our BrandFan ® programme please
don’t hesitate to contact me personally at richardm@capitalize.co.uk.
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Richard Moore
CEO

A favourite at Capitalize, and a very memorable image, is the
skeleton created for our client Southern Comfort as part of
an experiential marketing campaign the Southern Comfort
Crawdaddy Arena – Electric Picnic. For more details see page 36.
ABOUT US
We use creative marketing communications to forge powerful relationships between brands and people.
We work with:
• Global brands like BACARDI, Ray-Ban, Standard Chartered Bank, PUMA and Merrell
• Sponsors involved in national and international events
• Rights holders, sports bodies, music events and third sector organisations
We thrive on our long-term relationships, knowledge, innovation, passion and commitment. We love
the work we do for our clients and the results we create.
We take great pride in the many awards we have won and are motivated by results. But we want to be
successful in the right way. In a team-focused and loyal way where everyone benefits – clients, staff,
suppliers and anyone else we come into contact with. In a way that makes us proud of our successes
and the way we achieve them.
We try and do our bit for the world, too. Whether it’s through sponsoring our employees’ own charities
for marathon runs and bike rides, or supporting Capitalize’s nominated charity StreetGames – that
provides ‘Doorstep Sport’ to really disadvantaged young people, or by trying to be green by reducing,
reusing and recycling.
8 9

A BrandFan ® is someone who can obsess; who can be fun;
is active; uses social media; who will love your brand for life.
WHAT WE DO
We use a variety of marketing tools to create fans for brands, or BrandFans ® .
BrandFans ® are people who don’t just buy products or services; they are passionate about them.
BrandFans ® are knowledgeable, loyal and committed. What’s more, they are prepared to tell their
friends about a brand and convince them to give them a try as well.
We’ve spent lots of time understanding and reviewing which fans are the most valuable to brands. In
particular, how marketing plays a vital role in retaining and recruiting more fans for brands.
Our panel of 18,000 people can help tell how many fans a brand has. Who they are, what they like and
don’t like. We know how a brand can engage more fans, which in turn results in brand growth, and
ultimately sales.
we create fans for brands
10 11

At Capitalize we’re fans of our brand, and there’s no
harm in shouting about it from time to time.
That’s why we often turn up in the Capitalize truck.
HOW WE DO IT
To create BrandFans ® for our clients we use a wide range of marketing tools including:
• Experiential Events
• Student Marketing
• Trade Marketing
• PR
• Digital and Social Media
• Sponsorship
Each of these tools is built on great insight, is executed with creative flair, world class client servicing
and evaluation.
Our specialist teams of Experiential Events, Student & Youth Marketing, PR & Communications and
Sponsorship help clients build their brands, change behaviour and drive sales.
Each team is able to draw on the expertise and dedicated support of our
in-house planning team, creative team and production team.
Whatever the channel, we create fantastic campaigns and implement them brilliantly.
great insight, creativity and production
12 13

CAMPAIGNS
making it happen
14 15

BACARDI
Since 1996 Capitalize has helped BACARDI to be a drink of choice
for LDA to 24 year olds. We have a deep understanding of what
young people want and continually adapt our campaigns so
BACARDI is relevant in their lives.
Our campaigns include the award winning BACARDI B-Live music
festival programme, student brand ambassador programmes,
sampling-plus campaigns, on-trade engagement and other major
event experiences. Whatever tools we use, we create a powerful
relationship between BACARDI and young drinkers. We help
make people lifetime fans of the brand and to recommend it to
their friends.
The results speak for themselves. BACARDI is the number 1 rum
in the UK and at our events the propensity to buy BACARDI has
increased 21% points. Our BrandFan ® research shows BACARDI
has more fans than any other drinks brand among Innovators and
Early Adopters, and BACARDI is the brand they are most likely to
rave about above all other alcohol brands.
Award winning BACARDI
B-Live at Electric Picnic,
Ireland.
The BACARDI Student
Brand Ambassador
Programme.
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BIG EARTH
Big Earth is the pioneering creator of hit TV programmes
Long Way Round and Long Way Down (with Ewan McGregor
and Charley Boorman) and travel TV series By Any Means
(with Charley Boorman).
Capitalize worked with Big Earth to design PR campaigns for their
TV programmes, creating and engaging fans, driving TV and online
audience figures. The campaigns also created a lasting legacy of
interest in the programmes, which in turn drove merchandise sales.
Ewan and Charlie filming
Long Way Round.
19

DEPARTMENT FOR TRANSPORT THINK!
The UK Department for Transport chose Capitalize to activate
its THINK! road safety sponsorship of the British Superbike
Championship (BSB).
Our experiential and PR campaign was directly targeted at
leisure motorcycle riders and our specialist insight ensured
safety messaging was delivered in exactly the right tone of voice.
Campaign highlights included an interactive on-site ‘academy’ and
THINK! BSB radio station to encourage further rider training.
Research shows that the THINK! sponsorship had 90% relevancy
amongst BSB fans and was considered a welcome sponsor by 98%
of BSB spectators.
Research shows that the THINK!
sponsorship had 90% relevancy
amongst BSB fans and was
considered a welcome sponsor
by 98% of BSB spectators.
20 21

ERISTOFF
ERISTOFF, the Georgian vodka brand from “the land of the wolf”,
challenged Capitalize to create an experiential campaign targeting
the skiing community and creating a drinking ritual which could be
replicated at home.
Working in partnership with Snowbombing Festival in Mayrhoffen,
Capitalize created the successful Party in the Eristoff Forest, where
Fat Boy Slim and The Prodigy headlined along with a Pop Up Forest
bar on site. With the ERISTOFF iPhone app, Captialize created an
unique platform to communicate the brand and add value to the
bombers experience through mechanics such as “ERISTOFF Secrets”
which provided value added content. In conjunction with drinks
promotions, sampling, a UK wide club tour, Facebook promotions,
photo uploads, and an unique partnership with professional skier
Joe Tyler, ERISTOFF has been positioned as a forward-thinking
brand that creates fans in a creative and explorative way.
After its highly successful launch in the UK, ERISTOFF has the
highest weighted rate of sale in the vodka category.
FROM THE LAND OF THE WOLF
Pop-up bars throughout Europe help Eristoff
engage with LDA drinkers.
22 23

HTC-HIGHROAD
HTC-Highroad is the world’s most successful professional road
cycling team.
With the team already enjoying a high media profile within the
cycling world thanks to its incredible success, Capitalize engaged
new fans for the team through major international features, digital
engagement and social media. Our PR campaigns have generated
international media features across the US, Europe and Asia.
Team HTC-Highroad and
Mark Cavendish, the world’s
leading pro-cycling team.
Wind tunnel testing at the McClaren Mercedes F1
team HQ was a major PR event.
24 25

JD SPORTS
JD-Live was a two-way music marketing collaboration between
JD Sports & PUMA. It leveraged both brands’ music heritage and
fashion expertise, creating an exclusive music community focused
on the key North West of England market.
By creating a web community that aligned JD and PUMA with
credible up and coming music acts who were performing locally,
Capitalize then built customer affinity through exclusive offers and
insider information, which in turn drove valuable footfall into JD
stores. As a result of the activity, the JD-Live community of fans
grew by 10% week on week over the period of the campaign.
26 27

MERRELL
Merrell, the world’s best-selling outdoor shoe brand, appointed
Capitalize to help develop its media profile.
We have created an innovative PR plan with a sustained
programme of media hooks designed to engage more fans.
The development of unique style capsules has seen the brand
establish a stronger presence in lifestyle media while the
development and activation of partnerships with the UK National
Parks and Breakthrough Breast Cancer have been central in
bringing new fans to Merrell and driving a sales increase of 25%.
Fun meets function; the new Merrell range is
perfect for ‘urban athletes’.
28 29

THE MOTOR CYCLE INDUSTRY ASSOCIATION
Get On is the UK motorcycle industry’s largest ever marketing
campaign and has the sole objective of getting more people on
two wheels. The public can engage with biking by trying out a
motorcycle in a free one hour session.
Capitalize was selected to create fans of life on two wheels
through traditional media, celebrity endorsement, digital
marketing and social networking. Our campaign aims to convert
10% of people who take the free session to become riders. We are
delivering up to seven times that with nearly 70% of these people
going on to take further training.
Simon Webbe of Blue, just one of
a team of celebrity ambassadors
for Get On.
GET ON
The MIRA Climatic Chamber provided the
perfect location to demonstrate how cycling kit
has improved and to help recruit lapsed riders.
Darren Gough, Gethin Jones, Shobna Gulati
and Jill Halfpenny on their epic motorbike
adventure in Lesotho for Get On.
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32
PUMA
Having announced its involvement in the Volvo Ocean Race, the
team at PUMA turned to Capitalize to help maximise revenue from
the sponsorship and build a new fan base from scratch.
Our multi-award winning, fully integrated PUMA Mast Challenge
campaign involved a live and interactive “advert” featuring a
replica 70ft race boat in head-turning locations in London, Paris,
Stockholm and Galway. The campaign included digital media, PR,
sampling, celebrity endorsement and above-the-line support.
Over 3.8 million people visited the Volvo Ocean Race Stopover
Villages and saw PUMA in action. TV and print media coverage
for PUMA Ocean Racing was valued at $51 million. 660,000
unique users logged onto www.pumaoceanracing.com. Retail
expectations were exceeded after sales in PUMA City on a single
day in Boston topped daily sales in any PUMA store
ever worldwide.
PUMA Ocean Racing take
second place overall in the
Volvo Ocean Race 2008-09.
The award winning
PUMA Mast Challenge
engaged with new fans
in new locations.
33

RAY-BAN RAY-BAN ROOMS
Ray-Ban has enjoyed a fantastic resurgence in recent years.
Capitalize took the iconic sunglasses brand into the music arena in
2007, identifying music festivals and celebrity collaboration as the
best way to drive brand reappraisal and shift product perception.
We developed The Ray-Ban Rooms, a music proposition inspired
by the world’s greatest rock venues, which allows fans to enter
Ray-Ban’s world on and off line, at music festivals and in-store.
Our events have incorporated live performances, acoustic
recordings and DJ sets by some of the hottest music talent including
Florence and the Machine, Ladyhawke, The View and Hockey.
‘Kit Room’ areas and interactive “Colorize” touch screens at our
events allow product trial and purchase, and in-store promotions
with Sunglass Hut ensure the latest Ray-Ban frames are the hero.
The campaign has influenced both new and loyal fans and involved
celebrities such as Kate Moss and Paloma Faith, ensuring Ray-Ban
is the Number 1 sunglasses brand in the UK.
Ray-Ban pop-ups at
Camden Crawl and major
high street retailers.
Cate Le Bon, one of the performers
at the Ray-Ban Rooms.
34 35

SOUTHERN COMFORT
The Mardi Gras-inspired brand Southern Comfort turned to Capitalize
to help it demonstrate its relevance to discerning drinkers.
We developed the highly successful sponsorship of Electric Picnic and
created The Carnival of Souls, a Mardi Gras themed troupe of roaming
performers who drove traffic to the stage while entertaining the
masses. Sampling and trade hospitality also enabled us to gain new
legions of fans for Southern Comfort, with over 200,000 experiencing
the brand.
“I can’t think of a better brand to work with than Southern Comfort or
a more appropriate partnership”
JOHN REYNOLDS, MD POD CONCERTS, ELECTRIC PICNIC
36 37
Perfect serve at the
Crawdaddy Arena.

STANDARD CHARTERED
Since 2006 Capitalize has provided the global bank with
sponsorship, PR and event solutions across its varied sponsorship
properties. Our award-winning campaigns have underpinned the
Bank’s strategic intent to be the world’s best international bank,
and amplified its commitment to sustainability and staff motivation.
Our work for Standard Chartered spans the high profile title
sponsorship of Liverpool Football Club, the Bank’s historic
partnership with international marathons and running events, as
well as corporate PR.
Campaigns have included The Greatest Race on Earth – a marathon
running series across Africa and Asia, The Standard Chartered
Great City Race – a corporate running challenge, and the Standard
Chartered Football Clinic community engagement project.
Evaluation from one of our events revealed that 96% of Standard
Chartered staff said the sponsorship makes them proud to work
for the Bank.
‘Seeing is Believing’ ambassador
Henry Wanyoike visits Thika School
for the Blind in Africa to help raise
awareness for the campaign.
Liverpool FC Soccer Clinics as part of
Standard Chartered Bank’s support of
Seeing is Believing.
38 39

WORLD MATCH RACING TOUR
The World Match Racing Tour is the leading professional sailing
race series, featuring the world’s best sailors competing for the
biggest prize in sailing.
Capitalize was chosen to design and implement a global PR plan
around the international series, profiling the teams and skippers in
lifestyle, national, business and specialist sailing outlets. Our work
generates media coverage throughout Europe, Asia and the US.
A new digital strategy has been created placing greater emphasis
on generating engaging content which allows fans to get under the
skin of the sport and follow the series when and how they want.
Great Britain’s Ian Williams in action at the
Portimão Portugal Match Cup.
40 41

OLYMPIC SPORTS
Since before the announcement of the London 2012 Olympic
Games and Paralympic Games Capitalize has provided
communications consultancy for a range of Olympic sports, as
their governing bodies prepare for the biggest sporting event in
British history.
We have worked with British Swimming, BADMINTON England,
Sport Taekwondo UK, The Royal Yachting Association and England
Hockey to develop PR strategies for major sporting events in the
build-up to 2012.
Our campaigns have introduced creative photography, social
media, celebrity endorsement and media lobbying in addition to
media accreditation, press office event management and ticket
marketing services to ensure the sports are geared up for the
communications challenge ahead of them.
Aaron Cook has his sights set on
Olympic gold.
42 43

CONTACT US
Capitalize Limited
52 Thrale Street
London SE1 9HW
United Kingdom
T +44 (0)20 7940 1700
F +44 (0)20 7940 1739
www.capitalize.co.uk
email: info@capitalize.co.uk
blog: capitalize.blog.com
Become a fan of Capitalize. Follow us at:
www.facebook.com/CapitalizeBrandFanAgency
www.twitter.com/CapitalizeLTD
www.youtube.com/TheBrandFan
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