• <h1>Telmex, Telcel, Claro</h1><h2>Formula 1: Strategic services</h2>
  • <h1>Telmex, Telcel, Claro</h1><h2>Formula 1: Strategic services</h2>
  • <h1>Telmex, Telcel, Claro</h1><h2>Formula 1: Strategic services</h2>

Telmex, Telcel, Claro

Formula 1: Strategic Services

Objectives

  • Consolidating the brands on a regional level (Latin America)
  • Boosting the business in key markets

Minerva Marketing Solution

  • Support in the sponsorship’s negotiation on a quantitative and qualitative level
  • Formulation of activation guidelines in regards to the different sponsorships
  • Sponsorship ROI: monitoring and evaluating the brand’s media exposure in Mexico
  • Sponsorship tracking: study on the sponsorship’s real contribution to the Telmex/Telcel/Claro brands and businesses in Mexico
  • Design & update of dashboards for the sponsorship’s strategic supervision

Results

  • Formula 1 is the sport that relates the most to the Telmex/Telcel/Claro core target in Mexico (source: Minerva Mkt)
  • The Formula 1 sponsorship has a decisive impact on the brands (among more than 1/3 of the Mexican population) in strategic (approval rates, image) and tactical (consideration) terms (source: Minerva Mkt)

Other references