CRUNCH COMMUNICATIONS CREDENTIALS

October 2015

THE CRUNCH STANDARD

IN SPONSORSHIP

ACTIVATION WAS FORGED

IN THE EXACTING WORLD

OF GLOBAL SPORT

WE BELIEVE IN THINKING

BIG, CHALLENGING

CONVENTION AND

NEVER ACCEPTING ‘JUST

GOOD ENOUGH’

Kimi Raikkonen demonstrated Shell V-Power by fuelling his Ferrari Formula 1 FS 15-T at Goodwood

Reach of 42.8 million with 600,000+ digital engagements

WE BELIEVE THAT JUST PLACING YOUR LOGO IN FRONT OF MILLIONS OF PEOPLE ISN’T ENOUGH

Sport is increasingly a digital conversation – number 1 for retention of users – Millennials (16-34) on iphone (74%)

and android device (62%) – even more popular than social media

WE BELIEVE THAT THE BEST SPONSORSHIPS SHOULD ALWAYS DELIVER MORE...Shell Eco-marathon – developing a partnership model and programme for Shell to realise value-in-kind of £3.5 million

in 2015. Partners including Michelin, HP, Ferrari, Linde Group and SwRi

...MORE EXPERIENCES AND CONTENT FOR THE FANS...

Macron World’s Largest Team photo – 100% increase in shirt sales, 449 tags in one hour, 300+% increase in social media

activity on Macron social media and 39 individual pieces of coverage including, Daily Record, The Scotsman and Planet Rugby

...MORE ENGAGEMENT FOR THE SPORT AND EVENTS...

Horsepower – Shell/Ferrari technical partnership documentary. Shown 120 times in 23 days across 45 markets.

Generating a global viewership of over 25 million homes with over 1,000,000 online views

...MORE VALUE AND RETURNS FOR YOUR BRAND

#YesCofW campaign for The Circuit of Wales engaged the local community to express their support for the development with

a reach of over 3 million (over 2 weeks) and garnering 96% support from the local community – 732,000 Twitter impressions

and coverage across BBC and ITV

“First Planning Inquiry I’ve seen where the gallery is packed full of supporters and not objectors! Blaenau Gwent wants the Circuit of Wales”

@AlunDaviesAM, Welsh Assembly Minister

WHAT WE DO

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THE PARTNERSHIP THAT DELIVERS MORE VALUE FOR YOUR BRAND... EVERYWHERE

CRUNCH COMMUNICATIONS

• Public Relations

• Content creation

• Rights holder liaison

• Art direction

CRUNCH CONSULTANCY

• Brand and creative strategy

• Campaign and project planning

• Messaging development

• All-channel analytics

CRUNCH LIVE

• Event creation

• Strategy alignment

• Targeted experiences

• Worldwide delivery

• Hospitality programmes

CRUNCH DIGITAL

• Content seeding

• Social media

• Community engagement

• App. creation

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GLOBALLY ACTIVE

WHERE WE DO IT

This year we are delivering on four continents,working with global markets, guests and suppliersand engaging with journalists and broadcastersaround the world.

KIMBERLY-CLARK

• Insights gathering

• Thought leadership

• Script writing

• Message development

Kimberly-Clark tasked Crunch to use

our experience of top level sport to

inspire and deliver a thought leadership

workshop on ‘stretch targets’ as part

of their two day global management

conference. Eighty of the top leadership

and global management team from

Kimberly Clark took part over two days

SHELL ECO-MARATHON

• Campaign and project planning

• Stakeholder engagement

• Messaging development

• KPI-setting

• Analytics

One of the world’s most original

and challenging student innovation

competitions. Crunch developed and

managed the global partner programme

with Ferrari, HP, Michelin, Linde Group

and SWRi enabling Shell to collaborate

and build familiarity, favourability and

advocacy with forward-looking brands

WHAT WE DO

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CRUNCH CONSULTANCY

HYUNDAI WRC

• Rights optimisation

• Rights holder liaison

• Brand guideline champion

• Asset management

• Ambassador management

Crunch developed assets around the

sponsorship to establish a unique proof

point of the relationship between the two

companies, including creation of a range

of branding and communications assets

and a bespoke WRC guest programme,

complete with full-service solutions to

support the on-site hospitality

HORSE POWER

• Creative conception and planning

• Content creation, management and distribution

• Digital & communications strategy/management

Unprecedented behind-the-scenes

access to Ferrari and Shell’s technical

teams. The one-hour documentary

was shown 120 times in a period

of 23 days across 45 markets and

generated a global viewership of over

25 million homes with one million

online views

WHAT WE DO

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CRUNCH COMMUNICATION

SHELL MOTORSPORT

• Rights holder liaison

• Asset management

• Media outreach

• Ambassador management

• Creative ideas

• Activation

Crunch manages Shell’s Formula 1

partnership with Scuderia Ferrari via

pro-active media events delivering

global coverage across 12 key markets.

Results to date (Jan-Jun): 71 global

journalists engaged, 19 driver interviews

with 100% coverage delivering Shell key

messages or branding exposure

2015 GOODWOOD FOS

• Rights holder liaison

• Asset management

• Media outreach

• Ambassador management

• Activation

Shell and Sky Sports collaborated to

demonstrate the fuel benefits of Shell

V-Power Nitro+. The event was filmed

at the Goodwood Festival of Speed with

Kimi Raikkonen, drawing in an audience

of 73,000 during the live Sky Sports F1

show and over 600,000 views online,

resulting in a PR value of £1.5 million.

HORSE POWER

• Creative conception and planning

• Content creation, management and distribution

• Digital & communications strategy/management

The Driven to Extremes AFP was developed

to demonstrate the performance of

Shell Helix Ultra motor oils in some of

the most extreme environments and

terrains on the planet. It brought 188

winners from 23 Shell markets around

the world to the driving challenge of a

lifetime in Cape Town, South Africa

SHELL RIMULA

• Event management

• Campaign and project planning

• Creative ideas

• Community engagement

Promoting the heavy-duty work

Shell Rimula undertakes, Shell’s

campaign saw 140 guests from 14

global markets take part in a series of

driving challenges behind the controls

of diggers, dumptrucks, tractors and

articulated trucks, culminating in a

gala dinner and awards ceremony

WHAT WE DO

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CRUNCH LIVE

SPA 1955 SECRET CINEMA

• Pro-active media strategy and engagement

• PR strategy campaign

• Event management

• Content Creation

• Talent management

Crunch put Shell’s F1 heritage centre

stage hosting a 1950’s themed

screening of the 1955 Shell Belgian

Grand Prix to F1 accredited media.

The event was covered by 10 TV

channels and over 160 pint/online

media reaching over 45,000,000

people across 10 markets

CIRCUIT OR WALES

• Pro-active/re-active comms

• Digital strategy

• Social media community management

• Online link-building (organic search)

#YesCofW campaign for The Circuit of

Wales engaged the local community

to express their support for the

development with a reach of over 3

million (over 2 weeks) and garnering

96% support from the local community

– 732,000 Twitter impressions and

coverage across BBC and ITV

PROJECT M

• Video creative development

• Delivering audiences for content via paid for and organic seeding

• Integrated media outreach

• Global toolkit creation

Project M – a collaboration between Shell,

Gordon Murray and engine specialist

Osamu Goto to co-engineer and build a

concept city car, was announced globally

by Crunch at the Americas round of the

Shell Eco-marathon generating over 280

pieces of positive coverage, across 40

countries and 6,772 video views.

WHAT WE DO

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CRUNCH DIGITAL

MACRON

• Event management

• All channel integration

• Nationwide social media programme

• Digital comms build

• Content creation & distribution

The World’s Largest Team Photo:

live on-pitch activation with 20,000

Scottish fans and new kit supplier

Macron. 449 tags in one hour, 300+%

increase in social media activity

on Macron social media and 200%

increase in sales over the two week

campaign

ENDORSEMENTS

“Crunch’s Secret Cinema event was one of the best creative events I have ever seen realised in Formula 1. Sky Sports F1 absolutely loved the chance to see Ferrari and Shell in a new light”

“We are already seeing a great improvement in the hospitality programme and love working with you as we are big fans of Crunch”

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MARTIN TURNERExecutive Producer, Sky F1

JONATHAN GIACOBAZZI Scuderia Ferrari

© Crunch Communications Limited, 2015

All information contained within this document remains the property of Crunch Communications Limited and any activity detailed within may not be undertaken in any manner without prior written consent of Crunch Communications Limited.

Contact Kevin Gannon Office: +44 (0)20 7384 6188 Mobile: +44 (0)7760 666 711kevin@crunchcommunications.co.uk