Building A Brand. Where Lewis Hamilton Learned his Craft
The Story

Every year, the Netherlands' famous Zandvoort racing circuit is host to a very important motor race. No, not a Formula 1 Grand Prix, but the international final of Formula 3 – known as the Masters of Formula 3.

Why is it important? Because it’s motor racing’s crystal ball.

Young drivers, who perhaps cut their teeth on karts or Formula Ford just a season or two ago, have now graduated to F3 cars and the ones who do well in national heats race annually at Zandvoort for the global F3 crown.

The Story

In 2005, Lewis Hamilton was the winner. Rubens Barrichello did well in 1994 and David Coulthard carried off the trophy in 1991.

All the cars in a Masters of Formula 3 race run on Kumho Tyres, a fact that is known to F3 aficionados but not necessarily to the general motoring public.

Kumho asked us to help rectify this omission at the circuit, at UK tyre dealers, and to customers and prospects of Kumho’s ECSTA network of specialist performance tyre outlets.

Our response was an integrated campaign of advertising, promotions, hospitality work and trackside corporate branding.

One manifestation was a Hall of Fame souvenir brochure that showed the many household names that reached the top via F3 and with the help of Kumho tyres.

Our ads exploited the link between Lewis Hamilton’s success and the superiority of Kumho’s high performance road tyres.

Our trackside branding took the Kumho performance message to up to 100,000 fans who line the Zandvoort circuit every year.

And our promotional activities and posters helped Kumho tyre dealers to capitalise on the brand’s performance connection to the benefit of sales.

A winning formula, you might say.

Us

We’d love to talk about ideas, events, campaigns or installations that will engage your audiences and deliver value for your sponsorship investments.

Brand in Action
The Foundry Communications Ltd
3 Denmark Street
Goose Green
Altrincham
WA14 2SS
 

How Can Brand
In Action Bring Your
Brand to Life?

If you want to discuss a project or have any questions, please fill in your details below.

Call us:
0161 926 8444

Us

We’d love to talk about ideas, events, campaigns or installations that will engage your audiences and deliver value for your sponsorship investments.

Brand in Action
The Foundry Communications Ltd
3 Denmark Street
Goose Green
Altrincham
WA14 2SS
 

Call us:
0161 926 8444

How Can Brand
In Action Bring Your
Brand to Life?

If you want to discuss a project or have any questions, please fill in your details below.