MItsui Fudosan were like many first time partners of Tokyo 2020, unsure how best to leverage their partnership. The traditional norms of activation didn’t appear to be delivering the commercial value they required.
Redmandarin was introduced by a Board member of Mitsui Fudosan to work with the OlyPara sponsorship team and our work began with understanding the full extent of their vast business – the first partner to occupy the Real Estate category.
Working closely with their sponsorship team, we engaged with the various divisions of Mitsui Fudosan to understand their business drivers and needs of the partnership. Japanese business culture is highly dependent on modelling and so we provided a range of revenue models to help the Board determine appropriate levels of investment. These models fed into the annual budget cycle and influenced activation spend levels.
We subsequently provided outline activation plans for the lead divisions as well as advising their communications function on how best to leverage value from their Tokyo 2020 Partnership.