Services
Creative concepting Art direction Copywriting Digital design Media strategy PR strategy Social campaigning Strategy UI design UX design Video production Visual design Web developmentCollab
Richard SpieringsMore information
thenamegame.teamjumbovisma.comA challenge with an enormous impact
Cycling is unique in its commercial model, where sponsors become part of the team name. However, establishing a new team name can take considerable time due to the deeply ingrained old team name.
To address this issue, we launched the Name Game on behalf of Team Visma | Lease a Bike. This challenge encouraged commentators and podcasters to pronounce the new team name with the highest accuracy during the Spring Classics, maximising the sponsorship value for Visma and Lease a Bike.
We analysed selected broadcasts and podcasts using artificial intelligence to rate and rank the accuracy of the name pronunciations. And let's say that our plan came together. Before the campaign, the team name was pronounced correctly 33.4% of the time. During the campaign, this accuracy dramatically increased to 69.8%. Mission accomplished.
