Stockmann, a department store brand, partnered with Dinamo Riga, a Latvian hockey team, to increase men's clothing sales and brand awareness. They held a fashion show with Dinamo players modeling Stockmann clothing that generated significant media coverage. Stockmann also had the team wear their clothing in magazine photo shoots. Additional activities included sponsoring a Dinamo game during Stockmann's sales event and opening a pop-up Dinamo merchandise store in their men's department. The partnership exceeded sales goals and increased average male visits to the store. The case study shows how sponsorship, when activated strategically, can provide a return on investment even in difficult economic times.

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!