Like many Partners of Tokyo 2020 LIXIL did not really know what they had bought – their own words. Olympic Partnership contracts provide a framework for opportunity, but with little detail – and for a business without prior experience of sponsorship, in a country where differentiation can easily be viewed as a bad thing, LIXIL Olympic planning was stuck.
LIXIL contracted Redmandarin to help them understand the full potential of their Partnership Agreement and support their Olympic Partnership planning. To do that, we worked through the LIXIL business, its subsidiaries, its channels, sales drivers, positioning, competition and business targets. We then translated the framework of the Partnership Agreement into a campaign plan, complete with activation concepts, to help explain the latitude in the PA.
The work was eye-opening for LIXIL because it brought to life the unseen potential of the Partnership and inspired their OlyPara team to think bigger. Most significantly, our work provided them with outline budgets to feed into the strict Japanese budgeting cycle and to prepare LIXIL senior management to understand the potential value and critical success factors of the Partnership.
