Connexions Global Marketing client, Omologato, purveyors of the world’s largest and finest collection of motorsport-inspired watches, had expressed an interest in getting involved via a commercial basis in the iconic 24 Hours of Le Mans.
CGM suggested Omologato consider exploring a partnership with the DragonSpeed team. DragonSpeed was fielding a two car assault in the LMP2 class on the famed race.
Connexions Global Marketing introduced Omologato to DragonSpeed, and participated in subsequent discussions between the two that culminated in a partnership that saw the brand become the “Official Timepiece Partner” of the team for the 2020 24 Hours of Le Mans, further info detailed at Omologato-Le Mans Release
On The Grid
As a complement to the partnership with the team, Omologato produced a limited-edition of 50 chronographs with the full cooperation of the team, complete with special engraving on the reverse side commemorating the tie up between both parties at the famed race.
Subsequently, a unique ‘Raced Watch’ () activation was planned that would see 16 of the Le Mans Dragon chronographs ride along in the race cars for the 24 hour event. These pieces would be utilized later through auctions for Omologato’s charity of choice, for VIP partners, and/or sold at a premium.
Raced Watches
Results
The results of the promotion exceeded expectations. The joint activation during the event weekend was heightened by the Motul live cameras streaming the event from inside of one of the DragonSpeed race cars, plus their garage area.
Additionally, select social media activity by DragonSpeed and Omologato throughout the event highlighted the partnership’s details. Followers of each partner were exposed to and engaged with each other, both sides having an emotional attachment with the team’s success in the build up to, and during the race.
On top of the consumer activation, B2B introductions between Omologato and DragonSpeed’s other team partners were established, leading to initial discussions about direct corporate sales of Omologato pieces.
The partnership design and execution is a testament that a creative promotional activation around a motorsports event can achieve the business goals of its participants.
