Sasol Rally - a win all round
Integer, our shopper marketing and promotions company, works at the intersection of branding and selling … which these days means just about anywhere, including the bundu around Nelspruit.
That was the location of this year’s Sasol Rally. The winner was Team Sasol … and Integer.
Sasol called in Integer to promote, host and add extra marketing ‘grunt’ to this high-octane event. The promo specialists did not lay on the win by Team Sasol (Sasol Racing took care of that), but they took the chequered flag in all the branding and promotional areas where they were let loose.
Sasol Racing was treated as a strong Sasol sub-brand requiring its own identity. Integer created a device called the Sasol Racing Stripe and used colours from the Sasol palette to establish a bold new look that was emblazoned on car designs, truck livery, crew clothing and marketing collateral.
A print campaign launched the look while ads in national and local publications raised awareness and drove readers to an updated Sasol Racing website and new mobi-site. An SMS campaign – a first for a South African rally – announced that Sasol would keep spectators up to speed on all the racing action. Radio spots and outdoor ads across the rally’s lowveld route added further excitement. Floor media at local Sasol Delight convenience stores added a sole-full element and a win-a-car promotion drove the Sasol motorsport linkage.
Rally invitations went out in oil cans containing branded shirts followed by SMS travel tips and weather updates. VIP packs with branded caps, backpacks and emergency rainwear awaited Sasol guests on arrival at their hotel rooms. A Z-card then maintained the info-flow. Branded inflatable structures dominated every hospitality point as upmarket eating, chilled wine, cool décor and clear branding moved rally-viewing up a gear.
Spectators were exposed to over 200 banners, 100 A-frames, kilometres of fence-wrap and 2500 mobi-site cards and cushions. Integer sold kiddies merchandise and distributed 5000 free flags, caps and T-shirts. Enthusiastic feedback came in from the client.
Alan Cameron, Managing Director of Sasol Oil, thanked Integer and all contributors for the “spectacular event”. Other executives were impressed by the boost to the customer and stakeholder experience and the favourable impact the event had on TV news and other media. Corporate Affairs general manager Zolile Ntukwana bestowed the ultimate accolade – “I no longer consider you to be an agency, I consider you the creative and eventing department of Sasol Oil.”
Looks like Integer is now positioned as a high-performance additive … not bad for its first entry into rallying. Congratulations all round …
Opinion Source: by Reg Lascaris
Keywords: Sasol Rally, Sasol, 2012, Integer South Africa, Nelspruit