Soudal’s strategy was to improve the position of its T-Rex adhesive with the decision makers of DIY chains in primary markets Spain and Portugal and secondary markets across Europe. The approach was to create giant exposure and image via our sponsorship of Soudal Quick-Step.
By UCI regulations, a cycling team can change its name and outfit once a year. During the Vuelta a España (3 stages in Portugal, 18 in Spain), Soudal used this opportunity to change the name to T-Rex Quick-Step. Having a new name and outfit created giant exposure for T-Rex, by simply ‘forcing’ journalists in 189 countries where La Vuelta is broadcasted to explain to their audiences about this ‘new’ team.
But especially the activation built around it created millions of extra eyeballs. We activated the sponsoring of T-Rex Quick-Step on various platforms:
- Owned socials: 3 weeks of branded T-Rex content gave a total engagement of 3.041.590, with a total valuation of 829.244,51 euro
- Eurosport advertising during Vuelta broadcasts
- Hospitality: 106 DIY decision makers invited
- Sales promotions at T-Rex retailers
- Street visibility campaign
- Vuelta publicity caravan: distribution of 65k premiums and #TRexChallenge flyers, challenging the people to participate.
This 360° activation was summarised in a 96 pages book, sent to decision makers in DIY distribution. The message was clear: we support our adhesive brand in a much more appealing, inspiring and remarkable way than our competitors! Since this activation, our presence in DIY, and so our sales, will never be the same again!
