Volvo Ocean Race: Overview, Marketing, History

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54 CASE STUDIES and, at the end, report major successes. Whilst SEB finished second last in the race they finished 4th in media terms. SEB always focussed on measuring the race in business, rather than sporting, terms. RELATIONSHIP MARKETING SEB was able to organise over 350 events associated with the race, 95 of them for over 100 guests, and there were over 400 opportunities to take people sailing on the race yachts before and during the race. A total of 24,300 guests were entertained using the Volvo Ocean Race as the attraction. SEB conducted surveys to ensure the investment was well made – all events receiving high approval ratings by the guests. MEDIA VALUE SEB says it achieved its aim of 200% return on investment in terms of media value. From an initial SEK200 million investment it estimates a return of SEK440 million in media before, during and after the race. Most significantly, the majority of SEB’s coverage was in Sweden, Norway, Denmark, UK, New Zealand and Germany – many of which are key markets for the bank. In qualitative terms, 72% of Swedes and 66% of Germans who new of the race felt that the race had increased their knowledge of SEB. Approximately 70% of Germans and Swedes had a positive attitude to the sponsorship, feeling that it enhanced SEB’s image. CUSTOMER AWARENESS The race achieved 95% awareness in Sweden, with SEB becoming the best known boat there, and 35% in Germany. Perhaps due to its striking livery coupled with the comprehensive support of their sponsorship, the team SEB boat was the third most recognised in the entire race, an amazing achievement considering the placing of the yacht in the overall results. INTERNAL ENGAGEMENT From an internal marketing perspective, the SEB project was a huge success. Initial reluctance to get involved from the German business was rapidly converted to enthusiastic support. About 99% of SEB employees were aware of the investment in the Volvo Ocean Race and about 84% judged it to be positive with some 62% of them following race progress every week.
CONCLUSION The companies conclusions were: “Team SEB was a commercial success. We achieved our overall goals. There were very positive opinions from our customers. We have enjoyed strong support and pride among our employees. There was continuous presence in the media and ‘soft values’ around SEB as an enterprise were communicated effectively. The entire group joined forces around a project which SEB ran internationally and the organisation learned to cooperate in a new manner. Communication from the project was integrated in all parts and we built a global network of contacts that enables different and unique solutions, even in the future”. TEAM SEB CASE STUDIES 55
Page 1 and 2:
SHARING IN GLOBAL SUCCESS The Volvo
Page 3 and 4:
Team SEB was a commercial success.
Page 5 and 6:
In terms of media evaluation, the S
Page 7 and 8:
The Volvo Ocean Race is a unique sp
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CONTENTS 2 INTRODUCTION 8 AUDIENCE
Page 11 and 12: GUIDO CANTINI INTRODUCTION 3
Page 13 and 14: through existing media coverage. Ta
Page 15 and 16: ace, it is estimated that more than
Page 17 and 18: 60 50 40 30 20 10 0 THE VOLVO OCEAN
Page 19 and 20: ‘INTERESTED IN’ OR A ‘SAILING
Page 21 and 22: PATRICK ANDERSON, RICK TOMLINSON ME
Page 23 and 24: even where whole programmes were no
Page 25 and 26: 16 14 12 10 8 6 4 2 0 MEDIA RESPONS
Page 27 and 28: programme coverage and news. With t
Page 29 and 30: WWW.VOLVOOCEANRACE.ORG: A TOP 100 W
Page 31 and 32: RICK TOMLINSON MEDIA STATISTICS 23
Page 33 and 34: % of respondents 90 72 54 36 18 0 T
Page 35 and 36: 45 36 27 18 9 0 STRONG INCREASE OF
Page 37 and 38: 45.0 40.5 36.0 31.5 27.0 22.5 18.0
Page 39 and 40: 70 60 50 40 30 20 10 0 200 TO 300%
Page 41 and 42: 35 30 25 20 15 10 5 0 FORMULA 1 IS
Page 43 and 44: Direct Brand Exposure (hh:mm) 17:5
Page 45 and 46: PRINT MEDIA The written media remai
Page 47 and 48: % OF RESPONDENTS UK WAVE 1 AWARE NO
Page 49 and 50: CARLO BORLENGHI YACHT SPONSORSHIP 4
Page 51 and 52: STEPHEN MUNDAY/ALLSPORT CASE STUDIE
Page 53 and 54: WHY THE VOLVO OCEAN RACE? The Volvo
Page 55 and 56: INTERNET/INTRANET An intranet site
Page 57 and 58: CLIVE MASON/ALLSPORT CASE STUDIES 4
Page 59 and 60: RICK TOMLINSON 51 CASE STUDIES 51
Page 61: those intended for the SEB brand. T
Page 65 and 66: RICHARD MASON/ASSA ABLOY RACING TEA
Page 67 and 68: were found on all of the world’s
Page 69 and 70: advertising, but would instead rely
Page 71 and 72: CONCLUSION 63
Page 73 and 74: INTRODUCTION IT IS UNLIKELY THAT CO
Page 75 and 76: over the side, and in spite of a fo
Page 77 and 78: causing controversy with large crew
Page 79 and 80: Prior to the start it was thought t
Page 81 and 82: Among the fleet was Simon Le Bon’
Page 83 and 84: Despite the dramas, nothing could d
Page 85 and 86: The victorious W60 was Yamaha, skip
Page 87 and 88: It was not until a third of the rac
Page 89 and 90: The Southern Ocean lived up to its
Page 91 and 92: THE OBJECTIVES REDUCE THE COSTS FOR
Page 93 and 94: THE NEW BOAT DESIGN Innovation has
Page 95 and 96: push their boats to the limit and i
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