Jenson Button déboule dans Manchester pour les clients Vodafone

Après avoir été l’un des partenaires majeurs de Ferrari, la marque de téléphonie mobile Vodafone signa avec l’écurie McLaren en 2007. A l’époque, le contrat n’offrait pas suffisamment de possibilité d’activation et donc ne donnait pas entière satisfaction à la marque. Le partenariat avec McLaren est tout autre puisque Vodafone est devenu le partenaire titre de l’écurie pour 160 millions de livres pendant 5 ans (182.6 millions d’euros) une occasion unique pour le groupe fondé en 1984.

Les opportunités d’activation ne manquent pas pour Vodafone mais il est intéressant de voir comment ces activations s’inscrivent dans une stratégie et un programme plus global de marque, Vodafone VIP. En effet, Vodafone opère dans 21 pays et détient des prises de participation dans pas moins de 40 autres pays comme la France (avec SFR). Mais ces pays sont en majorité des marchés mature, ce qui signifie que la différenciation passe par la fidélisation et non par le prix. D’où la naissance de « Vodafone VIP », le programme de fid’ de Vodafone autour duquel se cristallisent les partenariats de la marque dans le sport mais aussi la musique et la mode. Avec Vodafone VIP, la marque donne accès à ses partenariats de manière exclusive à ses clients de diverses manières, que ce soit des accès à des festivals ou des places pour un Fashion Weekend, tout y passe et la marque n’hésite pas à croiser les univers pour faire la promotion de ce programme.

En effet, le lundi 29 août 2011, Jenson Button a descendu les rues de Manchester et a donc permis à la population mancunienne de voir de plus près le bolide construit dans les usines de Woking. Mais pour les clients Vodafone, l’expérience a débuté dès le vendredi 27 puisque la marque a installé une zone VIP comprenant une voiture simulateur de course, un « challenge pit-stop » (simulation de changement de pneu), une mini-piste de karting et l’exposition des tenues des pilotes et des mécaniciens. Un heureux client a même eu la chance de rouler aux côtés de Jenson, aux commandes cette fois-ci d’une Mercedes.

Pour assurer le bouche-à-oreille mais aussi la préférence de marque, chaque client Vodafone, membre du programme Vodafone VIP avait l’opportunité d’inviter 3 de ses amis. Un bon moyen pour faire découvrir l’univers de la marque à des prospects en leur montrant les bénéfices clients via le sponsoring sportif (une phrase alambiquée mais j’espère que vous voyez ce que je veux dire).

Vodafone VIP ou quand le marketing sportif travaille pour servir les objectifs de marque et de business.




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2 Rétroliens / Pings

  1. Jenson Button déboule dans Manchester pour les clients Vodafone | Sports&VideoGames |
  2. Jenson Button et Marussia, champions de l'engagement sur les médias sociaux | - Le Blog du Marketing Sportif

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