Yokohama, shirt sponsor of Chelsea FC, has successfully grown its global awareness amongst football fans since the partnership began in 2015. In 2018 Yokohama utilised this mass awareness to increase brand affinity and sales through Pitch Marketing Group’s global brand campaign, ‘Drive for More’.
The campaign communicated why Chelsea and Yokohama are the perfect alliance and allowed Yokohama Tyres to stand out in a competitive market place. Importantly the campaign related to Chelsea’s club philosophy, Yokohama’s approach to business and a mantra that was a motivational for employees, retailers and consumers.
Launched through an international content series that told the story of what gave Chelsea’s players a ‘Drive for More’. The campaign communicated Yokohama’s dedication to Kaizen; the Japanese philosophy of continuous improvement.
The campaign was executed through the entire sales funnel; measurably increasing awareness in key markets (India, Malaysia, Vietnam), broadening the scope of retailers in which products were sold, acting as an incentive for retailers to purchase more tyres and using the power of the Chelsea brand to convert consumers at point of sale
The campaign culminated in a ‘Drive for More’ Global sales promotion incorporating consumer, VIP and PR events in 6 priority markets, resulting in a significant impact on tyre sales directly attributed to this campaign.