TOTAL-BWF Partnership In Action: Unrivalled Stamina. Unbeatable Performance.
TOTAL | BWF
The TOTAL-BWF (Badminton World Federation) partnership kick-started on an encouraging note through the regional publicity news exposure on Jan 12th that garnered over 170 media clippings worth USD 1.8 million in PR value, reaching 13.8 million readers in Asia Pacific, particularly in China, Vietnam, India and Indonesia.
To fully activate Total’s Title Sponsorship with a key focus to promote the TOTAL QUARTZ lubricants range, our iconic RobotQuartz transformed into an energetic manga-inspired badminton player to convey an epic performance powered by endurance. This concept is featured via the co-branded regional sponsorship manual cum tool kit which consists of above-the-line materials such as TVC tag-on, print, digital & social media and radio, and also on-site and off-site activation ideas to generate public interest and engagement.
Beginning at the end of March, Total Oil India Private Limited (TOIPL) and Total Oil Malaysia (TOM) launched their first local activations at the MetLife BWF World Superseries India Open and Malaysia Open respectively. Affiliates set up their on-site activity booths while business partners and local employees were offered tickets for a first-hand experience of the exhilarating games.
At the BWF Sudirman Cup in China, BWF and Total celebrated our blossoming partnership with a ceremonial signing on May 14thto acknowledge the upcoming three BWF Major Events which Total will title-sponsor.
Most recently in August, Total title-sponsored the first official TOTAL-BWF World Championships hosted in Jakarta, Indonesia.
High brand visibility at the tournament arenas reached not only badminton fans in the courts, but also to the wider television audience via international broadcast across more than ten countries in Asia Pacific.
Advertising campaigns took place concurrently during the tournament week across TVC, print, radio, digital and out-of-home (OOH) media mix to create awareness of our partnership with BWF as Title Sponsor of Major Events 2015 to 2018, while promoting TOTAL QUARTZ lubricants with Age Resistance Technology (ART).
Discover the video of TOTAL involvement in BWF:
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