Komatsu’s business challenge is very clear – the need to increase its global brand awareness at both a broader level and as a promotion of STEM careers, to attract the next generation of diverse talent. An analysis of the marketing tools available to achieve this led to sponsorship being the stand-out option. At a regional level, sponsorship is an asset that Komatsu has already successfully leveraged, but as an organisation that speaks globally, the company now required a partnership that reflected this. Therefore, Komatsu had to go big, and after a thorough property analysis, scorecard and negotiation period, that’s exactly what it did by partnering with F1 team, Atlassian Williams Racing!
With clearly defined objectives that centre around simultaneously delivering brand awareness and driving stakeholder (dealers, employees, customers, subsidiaries) engagement, Komatsu has activated on a truly global scale. From hosting VIP guests at race weekends to delivering driver appearances at Komatsu facilities, and from running an internal Fantasy F1 league through to painting its machines in the Atlassian Williams Racing colours, this partnership has reached external and internal audiences far and wide. The data supports the reality, with Komatsu able to showcase that it has tangibly hit its ROO. The best thing? This has all been achieved within the first year of the partnership, and as a multi-year deal, that means great things still lie ahead!
