Volvo Ocean Race: Overview, Marketing, History

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60 CASE STUDIES Assa Abloy built two boats in the UK. The boats were launched in May 2001, named at Tower Bridge in London and then moved to Göteborg, Sweden for testing and training. INTERNAL EXPLOITATION PRE-RACE EDUCATION Anchoring and creating a sense of belonging. Prior to the start of the race, the company wanted to create ‘a buzz’ around the sponsorship and felt that to ensure its success, they needed to work at getting buy-in from the various companies and their employees around the world. This activity started in September 2000, one year ahead of the race. A THREE-FOUR YEAR INTEGRATION EXERCISE WAS ACHIEVED IN NINE MONTHS Anna Bernsten says that some people doubt the statistic. “If you doubt it, let's put it another way”, she says. “Imagine you need to conduct an exercise that will pull together 25,000 employees in 100 companies present in 40 countries around the world. That process will need nine major senior management meetings, 10 two-day management seminars with 900 managers attending, eight international exhibitions, 60 global company communiqués, 20 press conferences, 80 press releases, and then 3,500 in-depth interviews of management meeting participants to assess effectiveness. How long do you think you would allow for this exercise? We did it in nine months.” INTERNAL COMMUNICATION To assist internal communication, Assa Abloy created 90 ‘champions’ to lead Assa Abloy Racing Team (AART) internally and increase information flow. A focal point was a well-established and exciting intranet site. The company ran competitions and incentive schemes. Throughout the race, they produced 13 issues of an AART news letter, 38 AART bulletins and nine issues of Assa Abloy News. Six stopover videos were created explaining branding, vision and values. An attractive team merchandise collection was produced and distributed. EXTERNAL EXPLOITATION BRANDING OF THE YACHT The company had decided that they would not support the sponsorship with
advertising, but would instead rely on media exposure of the yacht and public relations to boost brand awareness. Assa Abloy used two consultants to assist in the design of yacht branding and then looked at examples of successful and unsuccessful branding to decide how to most effectively brand the yacht. The result was the most distinctive and attractive branding of all of the yachts and ensured they received plentiful coverage. MEDIA No external worldwide PR agencies were used. The Assa Abloy press team focussed on local press coverage in each country and relied on the Volvo Ocean Race organisation, the syndicate’s press contact persons and the yacht’s performance in the race for maximising international coverage. Crew were well trained in camera skills and media handling, and PR events in each port visited ensured good local coverage. In all, 80 press releases were issued, 20 press conferences were held and 7,000 articles published. Towards trade press Assa Abloy worked together with local PR agencies. RACE VILLAGE As well as providing a base for internal corporate activity, Assa Abloy entertained customers and suppliers at their own stand in each port’s race village. The stand was open to the public and a focus for competitions, video and crew presentations, autograph signings and other activities. CONCLUSION Assa Abloy surveyed the company to assess the success of the integration exercise. The results show a stunning success, 3,500 in-depth interviews were conducted pre and post race by international research company Opticom. The results showed that a large majority of employees had increased their knowledge of the companies mission, priorities and ways of working. 73% of employees described themselves as feeling "very proud" of belonging to the Assa Abloy Group. 87% of managers felt more proud of belonging to the group because of the participation in the event, and felt that the Volvo Ocean Race had helped spread knowledge of the company to their customers. In terms of media evaluation, the SMS report showed that Assa Abloy enjoyed the most brand exposure of any entrant in the race. The value of the media coverage generated amounted to USD57.8 million, trade press excluded. RICHARD MASON/ASSA ABLOY RACING TEAM CASE STUDIES 61
Page 1 and 2:
SHARING IN GLOBAL SUCCESS The Volvo
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Team SEB was a commercial success.
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In terms of media evaluation, the S
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The Volvo Ocean Race is a unique sp
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CONTENTS 2 INTRODUCTION 8 AUDIENCE
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GUIDO CANTINI INTRODUCTION 3
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through existing media coverage. Ta
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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 and 62: those intended for the SEB brand. T
Page 63 and 64: CONCLUSION The companies conclusion
Page 65 and 66: RICHARD MASON/ASSA ABLOY RACING TEA
Page 67: were found on all of the world’s
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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Volvo Ocean Race: Overview, Marketing, History

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