1. Activating the All Black Factor
Oded
Yolande
Selmi
Carlos
Brian
A Group Six Production
Feeling the
All Black Spirit

2. Become part of our Team…
Objective
Become part of our Team…

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

4. Which Activation Strategy?

5. 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

6. 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

7. 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.

8. 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.

9. 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.

10. 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

11. 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.

12. 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

13. 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

14. 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.

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

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