Client: Robert Bosch SpA - Blaupunkt Brand
Location: Rapallo - Sanremo
Type of Project : Partnership and Co-Marketing - Automotive - Production
Robert Bosch Italy commissioned the MAC Group to design and organize a series of events to promote the Blaupunkt brand within the Centenary of the Coppa Milano-Sanremo, the Fourth Historic Revival of the classic event.
The marketing study regarding the renowned classic managed by the MAC Group suggested a series of solutions, the first of which was to highlight Blaupunkt's partnership by placing its trademark on all communications material, stands and sets, positioning the brand as a "Partner in conjunction with" alongside other prestigious brands including the Autodromo Nazionale di Monza (Monza Race Track), ACI CSAI (Italian Automobile Club and Motor Sports Commission), Autostrade per l'Italia (Italian Freeways/Motorways Company) and Sara Assicurazione insurance.
Exclusive hospitality stands were set up for the public at the Rapallo and Sanremo stops. On both occasions, the MAC Group partnered with Radio Number One, who provided the DJs present and offered a live radio link before and during the presentation of the vehicles to the public. The MAC Group organized the distribution of numerous Blaupunkt gadgets to the public with a view to achieving continuous, pervasive brand communication.
The gala dinner at the Excelsior Palace Hotel during the Rapallo stop was customized with Bosch and Blaupunkt trademarks, together with an interactive stand dedicated to Blaupunkt's TravelPilot Lucca product. During the Sanremo stop, two hostesses with Blaupunkt-branded clothes gave flowers to all the female participants and members of the public at the Centenary, while the winners of the nine different classes each won a Blaupunkt TravelPilot Lucca portable GPS / Sat Nav device.
