In 2007, the German conglomerate RAG was restructured into the specialty chemicals company EVONIK INDUSTRIES. As the new B2B brand was almost unknown, it needed a significant awareness boost and a strong platform to build credibility in international markets.
The new company with the claim "Power for New Things" now had to be anchored and positioned in the consciousness of the press and the public. In addition, EVONIK wanted to position itself as a more emotional and likeable brand to existing and prospective employees.
BVB's main sponsorship helped Evonik achieve several goals:
Increasing brand awareness and sympathy
Establishment of the brand nationally and internationally
Commitment to the location as a source of identification
The common goals and ambitions, the strong regional roots in the Ruhr region, and the international orientation form a strong basis for creating stories and telling them with wit and repartee.
Results of the BVB main sponsorship
Evonik's long-standing involvement with one of Germany's biggest soccer clubs has led to massive gains in brand awareness and likeability.
brand awareness total population in 2019 (29% in 2007)
brand sympathy in 2019 (29% in 2007)
brand awareness decision makers in 2019 (29% in 2007)
“The enthusiasm associated with the BVB helps us to reach people who would not normally come into contact with our industry.”
Dr. Klaus Engel, former CEO Evonik Industries