OAKLEY FIELD MARKETING

Objective

Supporting our powersport distributor with retailing and brand engagement at the annual isle of man TT motorcycle race.

Date: 2/6/24 – 9/6/24

Event: End consumer event

Number Of Attendees : 45000

Total Sellout Value : £60000

Details

The isle of man tourist trophy is an annual motorcycle and side car time trial event held on the 37.73mile mountain course around the island

The Oakley set up was positioned directly behind the grandstands on the start/finish straight in Douglas which provided a great opportunity for retailing due to the heavy foot traffic on this through route to the team pits and fan park.

Variable weather caused a number of delays in the racing schedule which lead to a larger number of spectators gathered around retail area than in previous years, despite this, poor conditions did have a impact on engagement with customers.

The setup (provided by our powersports distributor race FX) consisted of a branded open sided box van and 2 double towers full of sport and lifestyle relevant eyewear this paired with an EZ up for apparel and accessories as well as branded flags and barriers. All together this created a good clear representation of the brand and was successful as a retail space.

The possibility of sponsoring some of the key riders at the event with product was mentioned multiple times and if executed correctly could be a good opportunity for some more televised brand exposure at the event without the investment of becoming a headline sponsor.

Oakley had a dominant presence in terms of consumers already in product , conservative estimate of 1 out of 4 people wearing the brand and a majority of the interaction we had on the stand was with existing customers either buying so as to have multiple pairs, replacing damaged or lost product or upgrading from product bought in the 80s/90s. very few people who were new entirely new to the brand and even less in competitor brands.