Magazine article Marketing

Customer Insight

Magazine article Marketing

Customer Insight

Article excerpt

WINNER

With talks about the renewal of its sponsorship of the Ferrari Formula 1 team coming up, Shell turned to its global brand tracker research for evidence of benefits it was receiving from the partnership.

The study has been conducted across 50 countries since 1996. The overall global preference for Shell is 22.1%, but there is a significant difference between drivers aware of the Shell/Ferrari link (24.9%),and those who are unaware (21.6%).

Additional research confirmed these findings. Four assessments were then made, concluding that the positive return to Shell was between one and three times the cost of the sponsorship.

Yet it was clear that marketing units around the world were making uneven use of the link. The findings have shown the business value of sponsorship, and changed internal attitudes. Not least, they have increased the support for global advertising treatments linked to the sponsorship, resulting in a group saving on production of [pounds]11. …

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