Leveraging a sponsorship
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HOW TO PROMOTE AN INTERNATIONAL SPONSORSHIP
WITH LITTLE BRAND RELEVANCE
WITH LITTLE BRAND RELEVANCE
| The Challenge: To find the relevance in an international Formula 1 sponsorship that would reinforce the local brand’s values. | The Solution: We leveraged off the teamwork of the pit crew and dramatised it in an integrated print, cinema, staff and client based promotion. | The Result: F1 helped take the Randstad brand from zero awareness to the #3 brand in Australia. |
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