Randstad relies on F1 to break into India

Randstad is already a historic sponsor of Williams since it has been present at Grove since the 2006 season. Over the years, the company specializing in human resources has decided to increase its visibility, to the point of having a significant space on the cars and suits of Pastor Maldonado and Valtteri Bottas.

She has decided to focus on this investment to enhance both her brand image and her revenue in a market where she has big ambitions: India. Indeed, she only entered the country last year, and her market share is still limited to 5%, with a turnover of 200 million euros. Her goal in the country is the same as everywhere else in the world: to be a leader.

Since it suffered from an image deficit in India, it implemented a communication strategy based on F1, as explained by Robert Jan van de Kraats, its CFO and vice-chairman of the executive committee, to Business Standard: « Since we have only been in India for a year, people don’t know us too well. To address this, we need an effective brand-building exercise. Like any major consumer brand, brand-building initiatives are constantly necessary to maintain our leadership position. »

The idea was therefore to rely on its presence in F1, which has benefited from a strong growth of interest in the country since the sport arrived in New Delhi: « F1 is one of the most televised sports and is centered around engineering, perfection, and excellence, which is also our slogan. » The communication plan adopted thus included several components: in addition to the traditional invitations of the best clients to the races, Randstad also set up an online game whose winner will also be invited to a race.

The results were quick to show as the number of visitors on its Facebook page increased from 450 per month in April 2012 to nearly 26,000 once the contest was set up. E. Balaji, CEO of the local subsidiary, explains that the company was able to reach its target: « There was a 20 to 30% increase in the group of young people aged 20 – 30. »

It can therefore be noted that F1 generally serves a dual purpose for the companies involved: both as a communication tool to reach the general public, thanks to strong television audiences worldwide, and also as an important B-to-B aspect from which company executives benefit by forging close relationships with their best clients or potential clients.

With the participation of www.Racingbusiness.fr