KYOCERA looked to partner with a sports brand that would match the strength, ambition and fighting spirit of their own brand. Hence, they became Associate Sponsors of the Cell C Sharks at the beginning of the 2013 Super Rugby season. Dieselbrook was briefed with the task of leveraging this sponsorship to increase brand awareness and interaction with the public.
The answer was the #wegotyourbacks campaign, which was based on the positioning of the KYOCERA logo on the Cell C Sharks’ jerseys. This integrated marketing campaign targeted rugby spectators, businesses and channel partners who sell KYOCERA products.
The ROI achieved as a result of the campaign was high and all business activities were stringently aligned with the sponsorship to leverage the strength of what has become a formidable partnership. The brand’s social media presence increased dramatically and continues to engage rugby fans and businesses alike. The sponsorship and campaign resulted in significant brand recognition for KYOCERA as a major and sought-after player within the Office Automation and Managed Document Solutions sector.