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SPONSORSHIP INCREASES PREFERENCE FOR BRAND

SPONSORSHIP INCREASES PREFERENCE FOR BRAND. WHAT: Stihl’s sponsorship of Mucking In RESULTS: Reach of all sponsorship components grows to 67% over 12 weeks Total awareness of the Stihl brand grew significantly by 26%, with First Mention awareness increasing by 11%

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SPONSORSHIP INCREASES PREFERENCE FOR BRAND

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  1. SPONSORSHIP INCREASES PREFERENCE FOR BRAND WHAT: • Stihl’s sponsorship of Mucking In RESULTS: • Reach of all sponsorship components grows to 67% over 12 weeks • Total awareness of the Stihl brand grew significantly by 26%, with First Mention awareness increasing by 11% • Those who would seriously consider purchasing Stihl products rose by 9%, and moved from 2nd place to being the most preferred brand to purchase. • Those who think Stihl tools keep on working no matter what rose by 22% WHY: • To build awareness of Stihl’s brand with their target audience HOW: • On air sponsorship over 12 weeks from May - August 2008 SOURCE: AGB & Colmar Brunton Research

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