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Esa Nl Case Study   Stockmann And Dinamo Riga [Pegasus]
Esa Nl Case Study   Stockmann And Dinamo Riga [Pegasus]
Esa Nl Case Study   Stockmann And Dinamo Riga [Pegasus]
Esa Nl Case Study   Stockmann And Dinamo Riga [Pegasus]
Esa Nl Case Study   Stockmann And Dinamo Riga [Pegasus]
Esa Nl Case Study   Stockmann And Dinamo Riga [Pegasus]
Esa Nl Case Study   Stockmann And Dinamo Riga [Pegasus]
Esa Nl Case Study   Stockmann And Dinamo Riga [Pegasus]
Esa Nl Case Study   Stockmann And Dinamo Riga [Pegasus]
Esa Nl Case Study   Stockmann And Dinamo Riga [Pegasus]
Esa Nl Case Study   Stockmann And Dinamo Riga [Pegasus]
Esa Nl Case Study   Stockmann And Dinamo Riga [Pegasus]
Esa Nl Case Study   Stockmann And Dinamo Riga [Pegasus]
Esa Nl Case Study   Stockmann And Dinamo Riga [Pegasus]
Esa Nl Case Study   Stockmann And Dinamo Riga [Pegasus]
Esa Nl Case Study   Stockmann And Dinamo Riga [Pegasus]
Esa Nl Case Study   Stockmann And Dinamo Riga [Pegasus]
Esa Nl Case Study   Stockmann And Dinamo Riga [Pegasus]
Esa Nl Case Study   Stockmann And Dinamo Riga [Pegasus]
Esa Nl Case Study   Stockmann And Dinamo Riga [Pegasus]
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Esa Nl Case Study Stockmann And Dinamo Riga [Pegasus]

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  • 1. Campaign: Dinamo RIga and Stockmann – intergrated partnership Brand name: Stockmann Agency name: Pegasus Partnership
  • 2.  Stockmann needed an increase in man clothing sales and awareness.  Lack of great image and execution wise projects targeted at male auditory.  Advertising clutter - Kontineteal Hockey League [KHL] season is in one of the top adverting periods (Autumn and Winter). Therefore any activity will support and benefit main Stockmann media campaigns, especially BTL activities  Wisely used sponsorship and events are effective and unique ways of building relationships especially with such a target group as men who are difficult to influence by using traditional communication channels  Reliability - big local companies already have agreements with Rīgas Dinamo to coming season. Background
  • 3. Strategic target: The greatest takes the greatest – we choose DINAMO RIGA Proof:  Ice Hockey is the most popular sport in Latvia [average 7 000 fans per play in Arena and highest sport programme ratings on TV - At the end of the 08/09 season Dinamo Riga received prize - the Most Supported Ice Hockey Team – team with the best fans  Dinamo Riga will be highest level sport event during Autumn and Winter 2009  Free PR – it will be one of the most popular topics, therefore cooperation options with media about synergy will exist.  Team captain for coming season will be the most legendary Latvian hockey player Sandis Ozoliņš - the only one Latvian ice hockey player who have got the Stanley Cup Description
  • 4. Tactical target: Activate Stockmann man clothing awareness trough partnership project with an every man loved event – DINAMO RIGA. Through planned activities capitalise on partnership platform and gain sales increase as well. Stockmann brand integration:  Activating sponsorship project is the key to rewarding results  Increase investments in attitude-strengthening activities will develop closer relationships with Target Audience and attract more men audience  Sponsorship is a key marketing tool for Stockmann in Dinamo project because it gives us tangible demonstration on how to “live the Stocmann brand”  Sponsorship communicates the emotional sides of brand, helping our consumers understand who we are and what we stand for Objectives
  • 5.  Partnership public announcement was made as a great and spectacular fashion show where DINAMO RIGA players demonstrated Stockmann clothing.  We generated a very well attended event from press side and also publicity in media was massive Implementation
  • 6. http://www.youtube.com/watch?v=2lVlOTnvCDs http://www.youtube.com/watch?v=Tzmsp6g9qK4 [National TV – Evening News – Panorāmā] Implementation
  • 7. Free media publicity in value of 5000ls Results TV TVnet Diena Apollo.lv Nra.lv Kasjauns.lv sportacentrs
  • 8. Total media publicity in value of 5000ls  We delivered well attended press event – more than 12 different media representatives, which delivered a massive publicity in the same evening.  2 minutes on same day national TV evening news Panorāmā.  All web based media were packed with photos and videos from press event at Stockmann.  The total additional free media publicity which was generated by Stockmann Fashion Show event was in value of 5000ls (apart from long-term investments in brand equity). Results
  • 9. Integrated Print media solutions  We spent our resources on developing strong and effective partnership agreement with DINAMO RIGA, which brought us fruitful results – we agreed that in all media photo sessions DINAMO RIGA team must wear Stockmann clothing – we already have two styling sessions where some of DINAMO’s most popular players are dressed in Stockmann’s outfit  Photo sessions in the most popular mens’ magazines KLUBS and FHM - integrated print media solutions in main target audience of this project Implementation
  • 10. KLUBS Magazine – November 2009
  • 11. KLUBS Magazine – November 2009
  • 12. FHM Magazine – December 2009
  • 13. Officiel Magazine – December 2009
  • 14. Stockmann Mad Days  Stockmann Mad Days is a very tactical Stockmann weapon and this was also taken in to account when developing a partnership agreement and a sponsorship strategy. Implementation
  • 15. Stockmann Mad Days  We started our campaign 10 days before Stockmann Mad Days with the integrated activities in Arena Riga hosting game on 04.10 in Arena Riga and naming it Stockmann Mad Days game.  Starting from 01.10 – we hade DINAMO advertising campaign [web/ radio] in value of 3000ls announcing that there will be Stockmann Mad Days game on 04.10.  Arena Riga on 04.10 was overtaken by Stockmann Mad Days:  Stockmann main ghost was placed on top of main Arena entrance [approx.10 000 people saw it]  2 Stockmann airomans were placed behind goaltender at the breaks  We had special 2 promos at the breaks for fans – the second promo was unique and first time used in Arena Riga and for DINAMO – BALLS Rain [http://www.youtube.com/watch?v=JHrbeWnxzgM]  As tactical move from Stockmann was integration of special offer of DINAMO RIGA tickets on MAD DAY for a fantastic price for Stockmann loyalty card users. This was heavily promoted at the event by promo team and also on Arena’s main TV as well as on web and TV dynamic logos  http://www.youtube.com/watch?v=a-JAU6ej_Fk Implementation
  • 16. Stockmann Mad Days
  • 17. Stockmann man clothes department promotion  Our tactics behind Man Department promo was to get the maximum from our agreement with DINAMO as well as offer attractive gifts for those who purchase anything in this department.  Campaign was also supported by visuals - DINAMO players cut-outs representing how they look in Stockmann outfit.  Stockmann promo period was strengthened by PR activity – launching official DINAMO RIGA fans merchandising store for 5 days in Stockmann Man Department which generated broad publicity. Implementation
  • 18. PROMO marketing mix: web banners/PR/flayer @ DINAMO game/ flayers in store/cut-outs/ photo wall
  • 19. Results PROMO RESULTS  Promo campaign exceeded expectations and turnover was + 32% vs planned and +27% vs Woman Department store! [It happened for the first time in history of Stockmann!]  Thanks to the tactical move with DINAMO merchandising store and effective advertising campaign, attractive promo offer average man visit in Stockmann increased by +48%
  • 20. Overall Conclusions Marketing is much more than just marketing!  Current Stockmann & DINAMO RIGA partnership project results clearly show that even in the crisis year it is possible to get return on sponsorship investments by taking well considered actions. Starting from strategy up to the smallest agreement details and project activations.  It is important today to look at every marketing project not just from brand objectives and creativity angle but also from business point of view – to see return on investments in shorter or longer period.  Without customers who understand what you represent, who you are and what is your mission, a brand can become a commodity.  Bring customers the ideas, entertainment, experience and provide them access to it - and they will love you!

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