Activating the All Black Factor Oded Yolande Selmi Carlos Brian A Group Six Production Feeling the All Black Spirit http://www.eurocargo.iveco.com/home.php?lang=en

Become part of our Team… Objective Become part of our Team…

Objective Through a Partnership Based on Performance Reliability Team spirit Commitment Power

Which Activation Strategy?

Eventual and desirable effects for IVECO Marketing  Targets Means of Activation Eventual and desirable effects for IVECO Dealers - Current  Social Bonding Retain and establish loyalty Dealers - Prospective  Personalisation Recruit Fleet Managers - Current Social Bonding Retain and establish Loyalty Fleet Managers - Prospective Personalisation Drivers - Current Establish Partnerships Drivers - Prospective Diffusion Staff Retain and Establish Loyalty

Sponsorship activation platform SOCIAL BONDING PR Dealers Fleet Managers Publicity All Groups Events Staff MARKETING COMMUNICATION TARGET Direct Marketing Prospective Fleet Managers Advertising Current Drivers DIFFUSION: ONE TO MANY Print Material All Groups Sale Promotion Prospective Dealers Internet New media Drivers PERSONALISATION: ONE TO ONE

Staff Activation Process Objectives To increase the awareness of staff to our partnership with the All Blacks. We want staff to feel part of a strong team, feeling the All Black experience.

Staff Activation Process Social Bonding strategy A series of events leading to the selection of 32 ‘Superfans’ who will attend the 2011 Rugby World Cup in New Zealand.

Target Rugby World Cup – Sept. 11 – Oct. 24 - 2011 New Zealand All Blacks versus Tonga, France, Americas 1 and Asia 1 Team Bonding and promotional events Throughout New Zealand.

The Task Conduct Team bonding events throughout the IVECO Network. 27 Production Units 5 Research and Development Centres 16 Countries Aim to Select 2 People from each production unit + 6 others to act as All Black Iveco SuperFans at the 2011 Rugby World Cup

Budget A mere $93.57 per employee. Country Events $USD1,600,000.00 Air Tickets $USD 350,000.00 Accommodation $USD 210,000.00 Food $USD 210,000.00 Promotional Events in New Zealand $USD 250,000.00 Total: $USD2,2620,000.00 A mere $93.57 per employee.

Stakeholders Unions Employees Association Unit Managers Country Managers Marketing Departments Airline New Zealand Tourist Bureau All Blacks RWC 2011 Organising Committee Media and Media Partners Communications partner – Web Site Provider

Timeline Promotion of idea Feb. – May 2009 Project Approval & budget June 2009 Establish O.C.s/Coord. C. July 2009 Establish Event Structure September 2009 Guidelines for SuperFans January 2010 Country Events Throughout 2010 Final Selection SuperFans December 2010 Finalise Tour Details June 2011 Fly to New Zealand Sept. 2011 Attend the Final of RWC October 2011

Prologue We are aware that the All Back Web Site displays very little awareness of the IVECO partnership. There are only 16 current references to IVECO on this Web Site. We hope that our activation strategy will increase the profile of our relationship with the All Blacks.

Prologue If we are not successful, we have planned a series of contingency activities. Staff will have the opportunity to Tackle an AB

We Share the Challenge! We Embrace the Spirit of the All Blacks. Thank You!!!!!