1 Volvo Ocean Race – Sponsoractivatie Scheveningen 18 June, EVENT LAB Robeco Global Branding, Wilma van Rossum

Video: Join us on a voyage of discovery 2 Robeco

Why we started the Volvo Ocean Race sponsoring? 3 Robeco Increase our global brand awareness B2B and financial journalists Create a unique brand experience For gold & platinum clients/prospects Increase employee engagement and international collaboration

Unique business opportunity to achieve our goals Joining Team Brunel in the Volvo Ocean Race offers Robeco a dynamic and global platform to boost global brand awareness, worldwide activation and build an international company culture: It’s one of the top sporting events worldwide with a strong and appealing link to our B2B target groups (institutional, wholesale) Strong link with Robeco’s brand values and mentality. A lot of intelligence is needed in the race: it will be all around teamwork, risk management and data analytics Stopovers in relevant regions for Robeco (Europe, US, Middle East and Asia). Each stopover takes two weeks and has a race village for entertainment, sailing events and B2B activities Differentiating from competition: no other financial brand involved in the full race The global platform will stimulate Robeco employees to collaborate and helps to build an international company culture 4 Robeco

Scoring on the relevant criteria ? Increasing brand awareness globally – very high score VOR connotation is similar across countries, it’s high profile event with worldwide media exposure Link with business of Robeco – high score Strong link with our research based investments’ and team approach. Driving sales through hospitality to increase activation and loyalty – good score Big opportunity to leverage on VOR image but are we ready to use the potential to the fullest. Establish an emotional connect with clients and prospects – very high score VOR connects easily to heroism but also the connect can be there for months Inspire staff, build company pride and culture – very high score The VOR energy will lift Robeco culture to a new international high Support the social responsibility profile of the company – good score VOR is a truly sustainable race 5 Robeco Sponsoring the Volvo Ocean Race contributes to Robeco’s international ambition to grow.

Pressure cooker 6 Robeco First steps Project team Putting local sales offices in the lead for the stopovers events Define KPI’s

KPI’s GOAL: INCREASE GLOBAL BRAND AWARNESS Media Value Team Brunel (Robeco’s share): EUR 7-10 mln Reach of B2B clients/prospects worldwide 30% aided brand awareness in NL (retail audience) 185 interactions with financial journalists and 150 sutbstantive articles published GOAL: CREATE A UNIUQE BRAND EXPERIENCE – guests attending stopovers 100 gold & platinum clients (company level) 20 financial journalists Event rating above 8 GOAL: INCREASE EMPLOYEE ENGAGEMENT AND INTERNATIONAL COLLABORATION 75% of colleagues are engaged via different communiation activities 7 Robeco

Sponsor activation: integrated approach 8 Robeco Branding campaign: print, online, social Client ings/Newsletters and videos Stopover Magazines + activation via social media Employee online game

KPI : Reach of a global audience Highlights: Online : > online articles; 92 per day, number of sources: Top countries by number of articles: Spain, Italy, US, France, NL Social Media: > Team Brunel fans on Facebook, > followers of Team Brunel on twitter, > users of Team Brunel app 9 Robeco

KPI: Reach in our B2B target groups Highlights : > unique visitors (B2B) VOR related content on our websites > engagement (= clicks, shares, likes ) with VOR related articles and the VOR stopover magazine VOR Magazine > 6 million impressions > interactions with B2B clients and prospects via invitations, s, newsletters, brochures and stopover magazines 10 Robeco

KPI : Reach in our retail target group (NL only) Highlights: 1,9 million views VOR TV programs (Helden op Zee and VOR Update). 6 editions to go clients subscribed for Lisbon- competition (1 winner) clients subscribed for Team Brunel bag Forecast: new clients via our new VOR TV commercial and online campaign 11 Robeco

KPI : Guests attending stopovers Highlights: Since the start we received more than 525 guests in 7 stopovers Scheveningen & Gothenburg Quotes from clients: “best event ever”, “over the moon”, “once in a life time experience” VOR events rated with 8,9 by clients. 12 Robeco

KPI: employee engagement and increase collaboration Highlights “Sponsoring the VOR has enhanced my company pride” : 70% agrees to strongly agrees “Sponsoring the VOR has added value for Robeco”: 83,4% agrees to strongly agrees 13 Robeco

Our main learnings so far … An unforgettable experience for everyone who was there An event with a major impact on visitors was a great choice Not all stopovers were entirely suitable (Sanya, Brazil, timing Abu Dhabi) Putting sales office in the lead for the stop overs was a success Volume of PR & Social media coverage for Robeco beyond expectations Media coverage from the VOR mainly online, less above-the- line This project has promoted strongly the internationalization of Robeco and increased pride in Robeco 14 Robeco

TV Commercial 15 Robeco

Client video Lisbon 16 Robeco