ARGO GROUP – FORMULA E & SAILING
CASE STUDY | ARGO GROUP - FORMULA E & SAILING
Why: Global Insurance group Argo, as a part of its business to business marketing and engagement had decided to embark on a series of high level sponsorships which would act as platforms for entertaining a range of clients and prospects in their key markets across the world. With their sustainability stance and commitments at its heart, they had identified Formula E and sailing as the sports that they would operate in and tasked NKrush with negotiating, brokering a strategic inventory of rights, as well as managing and activating the partnerships in line with their KPIs.
How: NKrush brokered deals with Geox Dragon Racing in Formula E, 11th Hour Racing Team in the Volvo Ocean Race, Artemis Racing in the America’s Cup and title sponsorship of Bermuda’s famous Gold Cup on sailing’s World Match Tour. NKrush’s core account team managed every aspect of the partnership accounts, from headline PR initiatives, day to day communications, management of the partnership rights to - most importantly for Argo - offering a best in class customer engagement, hosting and hospitality offering at these sporting events across the world from start to finish.
Result: Whether it was an intimate C-Suite dinner in Seoul, a complex weekend long multi-tiered series of events in New York or a month-long guest programme in Bermuda, NKrush surprised, delighted and gave Argo’s guests amazing experiences across the world. As a part of the measurement and evaluation framework we put in place, results showed that new business created outweighed the sponsorship rights and activation costs by three to one.
