Brand Experience Case Studies

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Telecoms provider - Tour De Force

Objectives
• To enhance sponsorship of the event
• To represent the brand and bring it to life
• To create excitement and a buzz around the Tour de France
• To engage and interact with the crowds
• To create a sea of magenta at key locations identified as TV/Media hotspots

Solution
A team of 90 brand ambassadors were mobilised in a guerrilla marketing exercise to distribute branded merchandise to the crowds in key locations.

Results and Outcomes
80,000 items of branded merchandise were distributed to the crowds and the objective of
creating a sea of magenta was met. Positive PR was received with press pictures clearly showing the T-Mobile brand amongst the crowds

Background
The Tour de France is one of the largest sporting events in the world attracting a global audience and in 2007 London was chosen as the start location. T-Mobile with a long standing interest in cycling as part of the sponsorship strategy signed up as a key sponsor and entered a T-Mobile team into this prestigious event. A team of 90 brand ambassadors were mobilised in a guerrilla marketing exercise; 80,000 items of T-Mobile merchandise were distributed to the crowds creating a sea of magenta at the starting line.