ING`s F1 Programme - Financial Standard

ING’s F1 Programme
Veronica Phillips
Manager Brand, Advertising & Sponsorship
ING Australia
June 2008
Overview
• ING Group
• ING in Australia
• Why Sports sponsorship
• Why Formula 1
• Activation program and results – Year 1 of sponsorship
• Activation program and results – Year 2 of sponsorship
• Looking ahead
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A well-positioned global financial services company
Banking – Insurance – Asset Management
Home market
•
•
Leading financial
services company in
Belgium and Netherlands
Market leader in direct
banking in France,
Germany, Italy, Spain
and the UK
Global rankings
The Americas
Asia/Pacific
•
Top 10 provider of
retirement services in US
•
The world’s largest direct
bank
•
No. 2 international life
insurer in Asia
•
No. 1 non-life insurer in
Canada
Leading life and pension
provider in Latin America
•
The world’s biggest
portfolio of real estate
investments
•
•
No. 85 on Interbrand Top
100
•
No. 2 investment
manager in Asia (excl.
Japan)
No. 3 life risk insurer in
Australia
•
120,000 employees in over 60 countries
ING
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ING’s operations in Australia
ING in Australia
Segment:
Entity:
Scope:
Staff
ING Share
ING would rank2 (by profit):
35th largest company in Australia
8th largest foreign company in Australia
Retail &
Commercial
Banking
Real Estate
Investment
Management
Life Insurance
& Funds Mgt
ING Direct
ING Bank
ING Real
Estate
ING
Investment
Management
ING Australia
Joint Venture
Direct Banking
Real Estate Investment Mgt Institutional Investment
Retail Mortgages
Management
Real Estate Development
Commercial Property
Real Estate Finance
Finance
698
100%
129
100%
144
100%
Personal Investments
Employer Pensions
Life Risk
Direct Insurances
Advice (Dealers)
2,300
51%
Note: 1) IFRS, Euros, Amounts shown at 100%; (2) BRW Top 1000 Australian Companies and Top 300 Foreign companies, All ING companies in Australia excluding extraordinary items and inter company loans
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So why the need to sponsor?
• The brand recognition of ING didn’t reflect the size and scope
of the business
• ING perceived as ‘a Dutch bank’ – rather than a global
institution
• Customers only knew ING for the business they dealt with
Research indicated a global sports sponsorship
would provide the opportunity to:
• Explain that ING is a global financial Institution active in
Banking, Insurance and Asset Management
• Increase the brand awareness of ‘ING’
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Why Formula 1?
Intensive research into many high level sports.
F1 most suitable for ING because:
•
Turnkey platform
•
Grand Prix in 17 countries – global sport
•
Strong global fit between F1 and ING – ING
active in 15 of the GP countries
•
850 million fans worldwide
•
TV viewership in 185 countries
•
10,600 hours of TV programming
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Why the Renault F1 Team?
Top teams for
high attention
Media value by attractive
on-car branding
9
On-car branding in original
colours
9
Brand fit between ING and the
sponsored team
9
Marketing-driven attitude,
activation run by team
9
Recommendation
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Strategy for ING entering F1
3
2
1
Top team sponsorship
A top team sponsorship supports
the image of ING as a leading
company
On-track branding is a good
media buy – good value for money
Connecting with customers is the
central tenet of the sponsorship
Note: (1) Average visibility of on-track branding by Fosters in 2005 (this package is currently available for ING)
Source of visibility data: IFM 2005, base: inter-national Live-Feed
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Connecting with Customers
On-track branding
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A three year F1 story
• Sponsorship based on clear business objectives:
• develop ING’s global brand profile
• drive revenues
• Planned, progressive three-year investment from outset
• Building block approach
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Year 1
Laying foundations: global brand visibility and perception
Year 2
Working to generate business revenues through F1
Year 3
Culture of using F1 to help sell and services
9
Australian F1 Sponsorship Program – Year 1
• In 2007, a comprehensive and co-ordinated program covering
hospitality, branding, events and promotions put in place.
• Focus on activities that support and strengthen the ING brand
and drive sales
Local Objectives
• Support global program
• Support sales and retention across core products
• Business and marketing activation
• Hospitality
• Strengthen brand positioning
• Awareness
• Key brand attributes
• Employee Engagement
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Program overview – Year 1
Project &
Stakeholder
Management
Pre Event
Activities
Grand Prix
Event
ING Activities
Planning & Project
Management
Planning
Status Reporting
Issues Mgmt
Risk assessment
Supplier Agreements
Budget Reporting
F1 Stakeholder
Communications
Business Unit Updates
Head Office
Regional Office F1
Officer
ING Direct F1 Officer
AGPC Comms
Global Intranet
Branding
2008 Logo
AGPC design framework
PR program
AGPC Marketing
Event launch)
GP Roadshow
PR Program
Advertising program
Internet
Official Events
Marketing collateral
Renault Promotion
Customer car promotion
Motor shows
PR
On Track Branding
Signage
Podium & trophies
TV/Media Mgmt
Renault Team
Mgmt
Off Track Branding
Entrance gates
Flags & Flag Drops
Grid Girls
Direction Boards
Driver Boards
Program Sellers
Event Promotions
Trade display
Crowd promotions
Kart Race
GP TV
Hospitality
Custom Facility
Grandstand
Paddock Club
Pit Lane Passes
On track Activities
Photography
Transport (transfers)
Global
Global advertising
INGA
Adviser
Event themeing
Marketing collateral
Ticket promotions
INGD
Broker
INGIM & ING RE
Customer
Marketing collateral
Promotions
Staff
Incentive scheme
Ticket promotions
Staff event promotion
ING
Customer
Marketing collateral
Promotion
Staff
Incentive scheme
Ticket promotions
Staff event promotion
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Client and staff
hospitality
Merchandise
- AGPC
- ING
Australian activation program – Year 1
• Hospitality program for 640 premium guests
including:
•
Advisers
•
Actuarial/Group Risk consultants
•
Mortgage brokers
•
Corporate super clients
•
Researchers/Tender Manager
•
High Value Customers
• Strong on and off track branding including
• Pre event and event promotions
• Promotion developed with Renault to maximise
exposure for the brands and sponsorship
• Broadcast sponsorship
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Activation in action - Year 1
Hospitality
Event promotions
Guest activities
On track branding
Promotional personnel
Marketing campaigns
Renault Promotion
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Event branding
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Local results – Year 1
Provided strong, positive start to global program
• Key learnings and best practice delivered to global
F1 team and local activation programs in Asia
Pacific
On track branding had strong impact for local &
global audience
• ING achieved the highest visibility for on track
advertisers and team sponsors
• Improved perception of ING as leading provider
financial services
• Large local and global viewing audience
Positive brand impact for Australia
• F1 associated with positive image attributes
• Seen as a positive fit for the ING brand
Positive direct and indirect business benefits
generated from event
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Global activation – Year 1
Malaysia
Agent Promotion with F1 prizes boosts
sales of life insurance
Belgium
Customised debit and credit cards with F1
visuals
Bulgaria
Show car display during the Sofia
Motor show helps generate leads
Hungary
Show car tour to generate prospects in
five cities
Netherlands
RVS Car Insurance uses scratch cards
with F1 visual to promote new car
insurance
ING Direct UK
Clients with savings account given
the chance to win a Renault and F1
tickets
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Global results – Year 1
Brand Awareness Up
74%
69%
One in every four people surveyed
knows ING Sponsors F1
+7%
Spontaneous
Awareness
Total
Awareness
CEE
↑ 39%
↑ 7%
Asia
↑ 62%
↑ 7%
+19%
Pre-season
measurement
Post-season
measurement
Total Awareness
Spontaneous Awareness
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Global results (cont)
Brand perception more favourable. ING perceived as global & leading
Global
Leading
+7%
+6%
57%
47%
CEE
56%
+9%
CEE
54%
+11%
Asia
61%
+8%
Asia
47%
+ 3%
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Australian F1 sponsorship program – Year 2
Global Objectives
• 4 Pillar approach
•
Awareness & Image
•
Media
•
Relationships
•
Employee Engagement
• Drive revenues
Local Objectives
• Build on the successes of 2007 picking up opportunities for
improving and extending the program.
•
Support global program
•
Support sales and retention across core offerings
•
•
ING
•
Business and marketing activation
•
Hospitality
Strengthen brand positioning
•
Awareness of sponsorship
•
Key attributes
Employee Engagement
18
Program overview – Year 2
Project &
Stakeholder
Management
Pre Event
Activities
Grand Prix
Event
ING Activities
Planning & Project
Management
Planning
Status Reporting
Issues Mgmt
Risk assessment
Supplier Agreements
Budget Reporting
F1 Stakeholder
Communications
Business Unit Updates
Head Office
Regional Office F1 Officer
ING Direct F1 Officer
AGPC Comms
Global Intranet
Branding
2008 Logo
2009 Logo
AGPC design framework
PR program
AGPC Marketing
Event launch (Nov 07)
PR Program
Advertising program
Internet
Official Events (Official
Opening, Ball)
Marketing collateral
Qantas Promotions
F1 event promotion
Frequent Flyer/customer
program
Other Opportunities
Renault Promotions
Customer car promotion
Motor shows
Car launch activities
PR
Hospitality (Pre Event)
Accommodation
Travel
Ticketing
Registration
Gift Packs
On Track Branding
Signage
Podium
TV/Media Mgmt
Renault Team Mgmt
Off Track Branding
Entrance gates
Flags & Flag Drops
Grid Girls
Direction Boards
Driver Boards
Program Sellers
Event Promotions
Trade display
Crowd promotions
GP TV
Hospitality
Custom Facility
Grandstand
Asian Travel Group
Pit Lane Passes
On track Activities
Photography
Transport (transfers)
Renault F1 Team
Pre race PR
Driver appearances
Global
Global advertising
INGA
Adviser
Life Risk Adviser Program
Event themeing
Marketing collateral
Ticket promotions
INGD
Broker
Ticket promotions
INGIM & ING RE
Customer
Marketing collateral
ES Grow Member Value
Program
Qantas/Renault
promotion
Ticket giveaways
Customer
Marketing collateral
Qantas/Renault
promotion
Ticket giveaways
Staff
Incentive scheme
Ticket promotions
Staff event promotion
Staff
Incentive scheme
Ticket promotions
Staff event promotion
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Client and staff
hospitality
Merchandise
- Renault
- AGPC
- ING
Australian activation program – Year 2
• Expanded hospitality program covering 1100 guests
including groups from, Asia Pacific, New Zealand, Renault
• Leveraged relationships with AGPC/Renault to enhance
guest experience
• Promotions with Qantas and Renault to maximise pre and
post event exposure for the brand and sponsorship
• Highly visible event branding
•
On and off track activities
•
Broadcast sponsorship
• F1 themeing leveraged through pre and post marketing
activities and events
• Staff recognition and reward and F1 related events and
activities
• Charity activities
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Activation in action – Year 2
ING/Qantas Win the F1 Lifestyle Promotion
Expanded hospitality
On track branding
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Win your own Renault promotion
Autograph sessions Renault drivers
Promotional personnel
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Leadership & professional development program
On track promotions
Trade advertising & promotions
Local results – Year 2
Provided new learning’s to global F1 team
• New ideas activities incorporated into global activation
Increased brand exposure
• Increased local viewing audience
• Increased event attendance
• ING/Qantas promotion seen by approx 5.3 mil travellers
Positive direct and indirect business benefits generated
from event
• Strengthened business relationships
• F1 theme leveraged effectively through marketing, events
and promotions to support sales and retention
Improved Staff engagement
• 50% of staff feel more engaged with sponsorship
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Looking to Year 3
Key learning's/ future opportunities
• Planning for 09 event already underway
• Continue to focus on activities that give
greatest leverage for brand and business
• Continue to leverage the event hospitality for
business outcomes
• Look for new opportunities to develop
relationships and promotions with other
sponsorship partners
• Work with AGPC on promotional opportunities
outside Melbourne
• Develop stronger systems for measuring
business impact
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