As part of Yokohama’s Official Partnership with Chelsea FC, the five-time Premier League Champion is working closely with the brand to help activate a new global sales campaign, using the ‘Drive for More’ creative positioning.
Chelsea Legend Drogba Helps to Drive Yokohama Global
The campaign would run across the Japanese tyre company’s five key overseas markets – India, Malaysia, Vietnam, France and Iberia – to help deliver existing and new retail partner sales as well as engage international fans of the club. The campaign would be activated globally by Pitch Marketing Group.
Chelsea FC legend and global football icon Didier Drogba was announced as the face of the campaign for Yokohama and would participate in a series of B2B VIP events in each territory, offering customers the opportunity to meet the global superstar.
The campaign would also be delivered through a series of B2C point-of-sale initiatives including premium club-focused marketing materials and rewards. These assets would be available for tyre dealers in each local market to incentivise sales.
Drogba is said to epitomise what it means to ‘Drive For More’ as a professional footballer. He made his Chelsea FC debut in August 2004 following what was a record signing for the club at the time. His tenure included four Premier League titles, a decisive penalty in the 2012 UEFA Champions League Final and a ranking as the fourth highest Chelsea goal-scorer of all time.
Drogba, Yokohama ambassador, said: “Chelsea has been such a huge part of my life and career, and I am so proud of the continued popularity of the club across the world. I am looking forward to working with Chelsea FC and Yokohama on this campaign, and meeting the Yokohama community and fans of the club in each of these regions.”
Chris Townsend OBE, Commercial Director at Chelsea FC, said: ‘Since becoming Chelsea’s title partner in 2015, the relationship between Yokohama and the club has grown from strength to strength. We are delighted to work together on this international ‘Drive For More’ campaign, enabling Yokohama to become a prominent global brand with a focus on generating a significant increase in sales across the world.”
Takaharu Fushimi, Managing Officer and Head of Tire Overseas Sales & Marketing Division at The Yokohama Rubber Co Ltd, said: “We are pleased to announce Didier Drogba as the global ambassador for this campaign given his legendary status at Chelsea FC and his true global appeal. This campaign clearly highlights how both Yokohama and Chelsea FC are effectively collaborating to implement sales-focused activations in our key overseas markets.”
横滨轮胎宣布由切尔西传奇球星迪迪埃·德罗巴代言全球“DRIVE FOR MORE”活动
作为横滨轮胎与切尔西足球俱乐部官方合作的一部分，这家曾斩获五次英超冠军的球队与本品牌携手推动一项新的全球促销活动，并使用“Drive for More”这一创意定位。
此活动将涵盖这家日本轮胎公司的五个主要海外市场，分别是印度、马来西亚、越南、法国和伊比利亚，帮助推动现有及新零售合作伙伴的销售，并吸引该俱乐部的国际粉丝。活动将由Pitch营销集团在全球启动。
切尔西传奇球星、全球足球偶像迪迪埃·德罗巴将担任横滨轮胎这次活动的形象代言人，并参与每个区域的一系列B2B VIP活动，客户在这些活动中将有机会与这位全球巨星见面。
此活动也将提供一系列的B2C销售点计划，包括以顶级俱乐部为核心的营销材料和奖励。为了促进销售，这些资产将向每个本地市场的轮胎经销商提供。
作为职业足球运动员，德罗巴诠释了“Drive For More”的真正含义。他2004年8月完成了在切尔西的首秀，之后刷新了该俱乐部当时的签约费记录。效力期间，他赢得了四次英超冠军，罚进2012年欧冠决赛关键点球，得分数在切尔西历史上名列第四。
横滨轮胎形象代言人迪迪埃·德罗巴说：“切尔西在我的生命和职业生涯中非常重要，我对俱乐部始终风靡全球感到自豪。我期待与切尔西和横滨轮胎在这项活动上合作，与每个地区的横滨轮胎社区和俱乐部粉丝见面。”
切尔西足球俱乐部商业总监克里斯·汤森德（Chris Townsend OBE）说：“自2015年成为切尔西冠名合作伙伴以来，横滨轮胎和俱乐部的关系不断加强。我们很高兴能在国际“Drive For More”活动上合作，让横滨轮胎成为一个卓越的全球品牌，尤其注重实现全球销量的显著增长。”
横滨橡胶株式会社管理主任兼轮胎海外销售与营销部门主管伏见孝治（Takaharu Fushimi）说：“鉴于他在切尔西的传奇地位及其真正的全球吸引力，我们很高兴地宣布迪迪埃·德罗巴成为这项活动的全球形象代言人。该活动明确突出了横滨轮胎和切尔西俱乐部如何有效合作，以在我们主要的海外市场实施以销售为核心的活动。”
