Mary has over 20 years experience as the editor of our Malaysian sister magazine, The Tyreman. Based in Kuala Lumpur, she writes articles for us on the Malaysian and other South East Asian markets.
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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.
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.”
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。
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。
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。”
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