Media delivery for professional sailing team in the Volvo Ocean Race

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Brief

  • Deliver communications for team AkzoNobel in the Volvo Ocean Race – the longest and toughest professional sporting event in the world
  • Inspire the global workforce of 46,000
  • Reach new audiences for the brand - sailing and adventure sport fans
  • Secure key coverage in international media – lifestyle, sailing and sport
  • Integrate key AkzoNobel brand messaging around teamwork, leadership, innovation, sustainability, performance and safety

Solution

  • Integrated key brand messaging by creating an overarching theme to all our communication – Conquering Frontiers
  • Optimise content for each marketing channel and customise key assets with for use with local languages and all internal AkzoNobel channels
  • Target three core audiences – Hardcore sailing fans and media, sports and adventure fans, AkzoNobel corporate audience
  • Create video and image assets to meet the relevant criteria – inspiring, authentic, inclusive, consistent and timely
  • Create unique storytelling to engage international media, including behind the scenes footage, live TV-links to the boat and ‘RAW’ content

Results

  • 11.7 billion media reach
  • 9.5 million video views
  • 2.2 million social engagements
  • 460,000 website visitors
  • 7,340 media articles in 44 countries
  • 4.1% social engagement rate
  • 540% increase in employee engagement
  • Shortlisted for ESA Sponsorship Award – Best Newcomer to Sponsorship
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Media delivery for professional sailing team in the Volvo Ocean Race

Back to work

Brief

  • Deliver communications for team AkzoNobel in the Volvo Ocean Race – the longest and toughest professional sporting event in the world
  • Inspire the global workforce of 46,000
  • Reach new audiences for the brand - sailing and adventure sport fans
  • Secure key coverage in international media – lifestyle, sailing and sport
  • Integrate key AkzoNobel brand messaging around teamwork, leadership, innovation, sustainability, performance and safety

Solution

  • Integrated key brand messaging by creating an overarching theme to all our communication – Conquering Frontiers
  • Optimise content for each marketing channel and customise key assets with for use with local languages and all internal AkzoNobel channels
  • Target three core audiences – Hardcore sailing fans and media, sports and adventure fans, AkzoNobel corporate audience
  • Create video and image assets to meet the relevant criteria – inspiring, authentic, inclusive, consistent and timely
  • Create unique storytelling to engage international media, including behind the scenes footage, live TV-links to the boat and ‘RAW’ content

Results

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