Ricoh is an electronics company producing consumer and business to business office equipment. They are the official sponsors of the Women’s British Open and golfing legend Paula Creamer.
The sponsorships are part of the company’s strategy to raise overall brand awareness in the UK and associate the brand with the concept “All you have to do is focus on your job and Ricoh will do the rest”.
Ricoh wanted to target business people, bringing the brand and brand message front of mind to highlight that having the right partner will enable you to focus on your job.
Hotcow was challenged with targeting business people and engaging them in an experience that would bring their message to life, get people talking and reinforce their sponsorship message.
Hotcow found that generally city folk would like a mini break from the hectic office environment to do something fun and challenging with friends.
What we did
Hotcow created a golfing challenge event that aligned with activity with the Ricoh brand message of “All you have to do is focus on your job”.
We created a four-day immersive event in Broadgate Circle, City of London, that allowed City-workers to take part in a 9-hole game of mini-golf and compete in a “Hole in one” competition to win a Ricoh camera, showing them that while they were competing, Ricoh’s services were taking care of things in the office.
Lookalikes of Ricoh-sponsored golfer Paula Creamer were on hand to drive interest in the activity, give out leaflets and provide information to participants and passers-by while Paula Creamer herself appeared on plasma screens in the marquee giving her top golf tips.
To create wider awareness, media competitions were placed in business and sporting publications and social media messages were placed on relevant forums to amplify the ‘Hit a Hole in One’ event challenge and brand message.
So, what happened..?
- Business people enjoying themselves in the summer sun and being immersed in the Ricoh Golf Experience.
- Over 20,000 people entered the competition.
- 4,800 people played Golf and/or attempted to hit a hole in 1.
- 23,400 Leaflets handed out to competitors and passers-by.
- Total Brand Exposure – 6.9 million.
- Cost per awareness: £0.008p.
Hotcow are a knowledgeable, creative and a fun partner to have on your team when you want to ensure the job gets done right.
Kazuaki Endo, Marketing Supervisor, Big Wave.