Saxo Cycling

Saxo Bank launched a Tour de France-themed video marketing campaign to connect with international prospects. Jessica McGreal reports

Video is one of the most popular and most effective types of content marketing. YouTube’s monthly visitors have now reached the one million mark and video advertising is worth a whopping £1.3 billon in the UK alone. Online video content is a simple, translatable route to the world stage. It comes as no surprise then, last month the marketing gurus at Saxo, the online Danish investment bank, launched an online video campaign.

The campaign aims to advertise the bank to businesses across the world, featuring the professional cycle team it sponsors. Over the next three months 10 short films, shot across nine countries, will be available in over five languages. The documentary-style campaign celebrates the Tour de France’s platinum jubilee, and draws parallels between the skills required for cyclists and those needed by traders.

Digital takeover

Traditionally, Saxo Bank has unveiled its professional cycle team’s new jersey in a presentation at their headquarters. However, in tribute to Tour de France’s 100th anniversary the bank wanted to do something different and accessible to all. The project was first discussed in October 2012 when Saxo decided to cancel the ‘catwalk’ team presentation. Filming began in Gran Canaria in January 2013 and is still underway; countries featured include Italy, Central Eastern Europe, Asia and France.

Throughout the campaign Saxo will introduce an international selection of cyclists’ profiles, representing the coverage of its international presence. Cyclists will be introduced through films shot by Fredrik Clement and broadcast via social media.

Going global

Saxo is an international bank, with 25 offices worldwide and clients in almost every country. As a result, its objective was to reflect its international reach and diversity and consolidate brand awareness. The footage also introduces cyclists from a new perspective to get both cycling fans excited about the team, and potential clients interested in Saxo’s investment opportunities. Saxo believes video is a great medium to capture the organisation’s team spirit, professional skills and values in an entertaining, yet informative way.

Romain Witomski, head of marketing at Saxo Bank explained: “For a sponsor it is important to highlight the similarities between the company and the team it’s sponsoring. Both trading and cycling require dedication, the best tools and performance equipment to succeed. Commercially, Saxo Bank wants to communicate that we offer the best platform and trading tools, relevant content and a range of instruments to our clients in order for them to make successful investments.”

The campaign slogan, ‘Saxo cycling – Capture the spirit’, combines the bank’s set of corporate values with the world of cycling: team spirit, professionalism, performance, dedication. After all, the Tour de France is not only about being the best or most enduring rider; it is about having a great team to support you. For that reason the campaign includes interviews with mechanics, trainers, managers and sporting directors.

The challenges

Despite thought and planning, the bank still faces ongoing challenges: gaining access to the riders without disturbing their packed schedule, in order to capture unique moments, is a major problem. It is essential the films are relevant to cycle fans, while promoting the bank’s core beliefs. To boost the video campaign, the international organisation will also be holding employee and client events along the tour to create further excitement.

#Success

However, the real driving force behind this campaign is social media. Social integration has become increasingly important within B2B marketing. Saxo’s online films are a perfect example of such integration. The videos can be accessed on a range of devices and viewed via a variety of social media channels, and content is easily promoted through the @saxobank Twitter account using the hashtag: #saxocycling.

‘Saxo cycling’ is still ongoing therefore the results are pending. Still, at the time of writing, the three short films released had already gained over 14,000 views. Throughout the next three months, eight more videos will be made available. Saxo aims to see not only more views, but also drive prospects to its online trading site.

 

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