Randstad
Leveraging a sponsorship
HOW TO PROMOTE AN INTERNATIONAL SPONSORSHIP 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.