Exposure - automotive & motorsport PR


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Exposure - automotive & motorsport PR

  1. 1. Exposure Philosophy Founded in 1993, Exposure is a globally respected communications group working with some of the world’s most iconic and innovative brands. Built on the power of network, our connections are diverse and global. We pride ourselves on long standing client relationships, producing culturally inspiring work.
  2. 2. Client Services Brand Strategy Creative Digital PR Retail Activation Film London New York Tokyo Events & Experiential Partnerships & Sponsorships Social Media Advertising Creative Services Reporting & Evaluation Amsterdam (coming soon) Los Angeles The Exposure Group.
  3. 3. Our clients.
  4. 4. Tim Bourne Joint CEO Tim joined Exposure in 1997 as joint CEO. Tim is an expert in client servicing and strategic thinking and oversees our work for blue-chip brands in the UK and US. Tim is a member of the fundraising board of directors at Great Ormond Street Hospital, advising on marketing communications. Raoul Shah Joint CEO Raoul is a visionary strategic thinker with more than 20 years experience in marketing and communications. In 1993 he launched Exposure, a communications agency built on the power of network, great ideas and word- of-mouth. Today the agency employs more than 200 individuals in London, New York, San Francisco, Tokyo and Amsterdam. He is a trustee of the British Council and an avid collector of ‘Do Not Disturb’ signs. Who we are.
  5. 5. Shaynee Taylor Account Director Automotive/Motorsport Shaynee’s fascination with cars, and ultimately motorsport, started at a young age – helping her dad ‘tinker’ in the garage as soon as she was old enough to hand him a spanner. A couple of decades on, Shaynee has turned that passion into a career. Her extensive knowledge of world-series motorsport, manufacturers and mainstream global consumer thinking has driven campaigns working with some of the most iconic names in the automotive and motorsport industries.
  6. 6. Mission statement Exposure creates breakthrough automotive and motorsport campaigns, taking brands beyond the boundaries of specialist interest to connect and inspire a wider lifestyle audience. Our automotive/motorsport experts work side by side with some of the best consumer campaign brains in the business. This unique approach combines specialist industry expertise with culturally fresh, channel neutral storytelling around the lifestyle and culture of cars and motorsport.
  7. 7. Creative thinking 1.Martini Racing – Reinventing an Icon 2.Nike – Nike+ FuelBand 3.Umbro – Tailored by England 4.Diet Coke – Reigniting Passion Through Fashion
  8. 8. -01- MARTINI Racing - Reinventing an Icon
  9. 9. MARTINI RACING – REINVENTING AN ICON As the Martini brand’s global agency, Exposure created a landmark campaign to celebrate the brand’s 150th anniversary in 2013 in 35 local markets across PR, events and brand experience. Martini Racing was just one of the campaign touch points, a comprehensive Martini 150 case study can be found on our website: exposure.net. OBJECTIVE • Use the iconography of Martini Racing to tell the heritage story and communicate key messages around Martini 150 Anniversary • Make Martini relevant to a new generation of consumers and drive product trial for its flagship serve, Martini Royale • Gauge media and public interest in a motorsport sponsorship programme for 2014 and beyond STRATEGY Using motorsport as a key activation pillar, we celebrated the Italian drinks brand’s most fabled asset: Martini Racing. We were inspired by its eleven iconic racing stripes heralding success in every echelon of world motorsport. By unlocking valuable equity stored in its deeply emotional symbolism, we used a new Martini Racing livery to start fresh conversations about the Martini brand in its anniversary year. 10
  10. 10. MARTINI RACING – REINVENTING AN ICON EXECUTION We created awareness of Martini’s racing heritage through a combination of lifestyle events, prestigious partnerships and thrilling racing experiences. • We partnered Martini with Porsche once again on track as Official Partner Porsche Mobil 1 Supercup, a high-profile GT support series on the Formula 1 bill, with nine-time world champion Sébastien Loeb at the helm • We launched Martini as Official Partner to the world’s most glamorous car-culture event: Goodwood Festival of Speed • We worked with Top Gear Magazine and Porsche to maximise the Goodwood showcase, arranging two world exclusives • We created a star-studded 150 Anniversary event in Lake Como, Italy, working with private collectors to source ten historical Martini Racing cars RESULTS • Support for a return to motorsport for Martini was passionate and unanimous from media and fans alike. The outpouring of love for the brand surprised even Martini and was highly influential in the decision to return to Formula 1 in 2014 • Extensive headline coverage across 35 markets in 15 languages. Total reach: 206,000,000+ • 89% Martini Racing coverage carried key massage: Martini 150 Anniversary • Martini Racing featured heavily in influential lifestyle titles such as: Vogue, Mail Online, MTV and GQ 11
  11. 11. WILLIAMS MARTINI RACING – FORMULA 1 THOUGHT LEADERSHIP In 2013 we were invited to present our vision for the future of the Martini brand to the executive board of its parent company, Bacardi, during its global annual conference. Advising on multi-level entry points for a future motorsport sponsorship programme, we outlined our key considerations. Number 1: whole-car branding featuring Martini Racing stripes to harness passionate recognition and create a strong platform for a merchandise retail programme. WILLIAMS MARTINI RACING Following the success of Martini Racing in 2013; Martini announced a title partnership with Williams F1 – this year becoming Williams Martini Racing. Activation is centered round the iconic livery running the length of the new Williams FW36 car. 12
  12. 12. -02- Nike – Nike+ FuelBand
  13. 13. NIKE – NIKE+ FUELBAND Nike and Exposure have been partners for more than 10 years. We are the brand’s trusted Western Europe and UK lifestyle PR and events agency working as part of a creative community with Nike’s advertising, digital, retail, events, and specialist communications agencies. Exposure was briefed on a top-secret new project – a mission to get people moving through innovative technology, signaling a move into a completely new product category for the brand. FuelBand, worn on the wrist, measures everyday activity and turns it into an easy-to- understand currency called NikeFuel – the perfect embodiment of Nike’s brand platform, “Make It Count”. OBJECTIVE • Create awareness and understanding of Nike+ FuelBand and NikeFuel • Position FuelBand as a desirable lifestyle product • Make FuelBand the hot Christmas gift • Leverage talent to reinforce product messaging STRATEGY Make people fall in love with sport and activity, using influencers and key media to show how an active lifestyle could be fun, stylish and desirable. EXECUTION Challenge five online influencers from the worlds of fashion, sport, music and food to live with Nike+ FuelBand for a week. Daily NikeFuel diaries were kept, and progress was shared on an ongoing basis through influencers’ and Nike’s social media channels. FUELFEST A consumer-facing event designed to bring FuelBand and NikeFuel to life in a fun and culturally relevant way. Battersea Power Station provided a backdrop to an energetic event that saw consumers do battle, boys versus girls, to gain the most NikeFuel. Sport, games, and dancing to the sounds of Tinie Tempah, all contributed towards the collective goal: make activity fun and get people moving. RESULTS • 128 positive articles • 22 Christmas gift guides 15
  14. 14. -03- Umbro Tailored by England
  15. 15. UMBRO – TAILORED BY ENGLAND Jewel in the Umbro crown, the England Home Kit, provided the ideal platform to shout about the brand’s global positioning. OBJECTIVE Reshape the traditional audience while saying something bigger about football as part of English culture. STRATEGY A revolutionary tailored design re- contextualised the Home Kit shirt’s relevance, providing a more widely convincing garment with inherent opportunities. EXECUTION We organised a series of fitting sessions with the England team and manager Fabio Copello, involving them in the design process for the first time. We invited cultural commentators, celebrities and influencers to see an early reveal in East London, New York and Tokyo to showcase the kit and ignite debate through word-of-mouth. UK guests included Radio One DJs Nihal and Reggie Yates, Chipmunk and Olympic gold medalist James Degale. Screenings, games evenings, footballer Q&As and live gigs took place before the spaces were finally turned over to retail. These were the only places in the world where the kit could be seen before official ‘on sale’ dates. We enlisted the networking and chatter power of 259 of the nations cabbies to spread the word and increase footfall to these special spaces. To further amplify the launch we linked up with Konami and its Pro-Evo Soccer game, launching at the same time, to launch the new tailored England Home Kit to online gaming fans. RESULTS • 1,331 visitors to retail spaces • 190 pieces of coverage reaching 28,490,225 people (58% of population at time) • AVE: £3,060,691 • OTS: 230,958,937 • 20,000 Umbro England Home Kits were sold in first 24 hours 18
  16. 16. 29.3.2009
  17. 17. -04- Diet Coke – Reigniting Passion Through Fashion
  18. 18. DIET COKE – REIGNITING PASSION THROUGH FASHION Exposure has enjoyed a long standing relationship with Coca-Cola as the brand’s NWEN/UK strategic communications and brand experience agency for more than ten years. OBJECTIVE Make Diet Coke relevant to its audience in a fresh and innovative way using an iconic piece of everyday design – the classic Coca-Cola glass bottle. What we did was create a groundbreaking campaign that was so successful it continues to this day. STRATEGY As the first collaboration of its kind we proposed fashion as a platform to create relevant connections between Coca- Cola’s calorie free market leader, Diet Coke, and a new generation of consumers. A strategy that has been copied by brands around the world over the last decade. EXECUTION We commissioned an up-and-coming British fashion designer to interpret the spirit of the Coca-Cola brand in a fresh, vibrant and exciting way, recruiting a young unknown post-grad from Central St. Martins. That designer was none other than Matthew Williamson. His now-famous Coca-Cola bottle collaboration formed the basis for and on going Diet Coke fashion platform featuring collaborations with the likes of Manolo Blahnik, Roberto Cavalli and even Ugly Betty. We ramped up the campaign with the appointment of Karl Lagerfeld as Diet Coke Creative Director. For the first time, the limited-edition Diet Coke bottles sold in mainstream retail outlets. Karl’s success was soon followed with a Jean Paul Gaultier collaboration across Europe. 2013 – 30 YEARS OF DIET COKE Enter legendary designer Marc Jacobs as Diet Coke Creative Director. Marc’s role was to provide creative direction on all aspects of the campaign in the anniversary year across digital, advertising and PR, centered on his three limited edition designs celebrating three decades of Diet Coke. RESULTS (30-YEAR ANNIVERSARY) • Coverage: 4,312 pieces • YouTube: 6 million views • Twitter: 1.4 billion impressions 21
  19. 19. Why us? We have an enviable history in executing breakout campaigns that bridge traditional divides to infect new audiences and capture consumer imagination. We know consumers. We know cars. We’d like to get to know you.
  20. 20. Thank you. exposure.net