Awareness campaign during Tour de France
CASE – VISMA TOUR DE FRANCE
Awareness campaign during Tour de France
Visma, that's the cycling team of Wout Van Aert and Tour winner Jonas Vingegaard, right? Yes, it is. But do also you know what Visma actually does? Not a lot of people know that Visma is a software group supplying business-critical cloud software. It's time to let the public know that Visma doesn't only wear the yellow jersey on the bike, but also in the IT and business world.
Supporter of the race
Where do you start when Visma asks you to raise general awareness around the company's activities? On the bike, of course. Because everyone associates the name with cycling, we decided to make good use of this with a campaign around the Tour de France. For example, we created a short radio commercial that could be heard regularly on Radio 1 during the Tour, and we put together advertisements for DPG Media's channels – all of these in both Belgium and the Netherlands.
The message? You know Visma from cycling, but this is how the company makes a difference on a daily basis.
What exactly does Visma do? You'll find out on Watdoetvisma.be (literally ‘What does Visma do’). On this landing page, which we launched during the campaign, we deliberately start from a familiar cycling photograph and then explain Visma’s added value for the business world.
Two Target Groups, Two Strategies
On the one hand, Visma naturally wants to attract the attention of entrepreneurs. That's why we decided to not only communicate through mainstream media, but also use more specialized channels such as Business Insider in the Netherlands and Bloovi in Belgium. We published several articles that highlight Visma's expertise. Given the fact that the Tour de France is a popular search term on Google, we also added a Google Search and Display campaign. Each time with the aim of directing visitors to our landing page.
In addition, Visma wanted to broaden its horizons and put itself in view of the talent of the future as a fun employer with a positive social contribution and a lot of employment opportunities. The radio spot and the advertisements were important assets in the context of employer branding. To reinforce this message, we also built a dedicated landing page where potential employees could discover why it could be worthwhile to work at Visma.
A successful breakaway
Vingegaard as the overall winner on the Champs-Elysées, and more awareness around Visma outside the race. We can call the Tour campaign a success. With positive feedback from Visma and strong figures:
Radio spot
Belgium: reach of 970.653
The Netherlands: reach of 1.7 million
Impressions
1.3 million (HLN)
207.772 (LinkedIn)
42.459 (Bloovi)
937.482 Impressions
11.393 Clicks
1,27% CTR
A fun fact to end with: while the Dutch mainly clicked on visuals of a professional environment, banners with images of the race did much better with the Belgian public. A definite takeaway for future campaigns.
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