STRATEGY_Branding
FÉDÉRATION INTERNATIONALE
_DE MOTOCYCLISME
Naming, Brand Building & Team Creation | International Networking
"La FIM Présente ses Amazones"
Its name is inspired by the ancient Greek “Phere-nik”, meaning “She who brings Victory”. With 'W', to mark Women’s year in Motorsports. The 1st female Superbike squad among the permanent teams in the history of the FIM Endurance World Championship.
After an ‘incredible experience’ in the motorsports sector, FIM’s Commission for Women in Motorcycling invited me to take it to the next level, by finding a way to celebrate and attract women to the sport. The answer was creating a statement brand. A female team to compete among men in one of the most prestigious race series in the world and inspire others to dare the same.
_The answer was beyond creating a team, but a statement brand who could attract new sports lovers.
STRATEGIC APPROACH
The challenge was obvious. In this industry women are mostly represented by grid girls and podium greeters. To attract more women to the sport meant having those that could represent them where true action is: making history in the sports. Being “feminine” for Weronica meant being daring, emotional, provocative, and unapologetically human – female humans. Weronica was presented as a force of nature, about women taming the machine, setting new standards, unafraid of being unique in a cold, mechanical, male-dominated landscape.
This was accomplished by:
Starting with a bold, feminine name built upon the ideas of resilience (Veronica in the Golgotha path), courage (St. Veronica) and victory (Phere-nik);
Breaking the “Acronymic noise” and allowing creativity in news and sports commentary. (Weronica among names such ABG Performance or SRK Team);
Gathering the best female riders in the world in 600cc and 1000cc (main and replacement riders); and a multi-champion as a coach.
Acting beyond track with Weronica brand experiences around social work, personal development and an superbike academy for girls;
Presenting the first 100% high-performance biofuel, approved by F.I.M. tailormade for Weronica;
Using the brand as the only attractive element without objectifying our riders, while embracing the feminine power with a 'rock and roll' attitude.
1st mockup for BMW S 1000RR to feature the 1st Weronica's PR hitting 21 countries. The sign-up number #111 symbolising three champions United.
Weronica didn't get to debut in Bol d'Or, but the girls finished strong with their participation in Qatar, hitting the Top 10 World teams in the 8h of Doha (6th place 1000cc).
_All-woman endurance team aims to kick some TT Legend butt
_Guy Proctor, MCN (03/2011)
“Four of the world’s most successful female racers will join forces to field a BSB-crew-supported S1000RR in this year’s World Endurance Championship. Team Weronica will be the first all-woman team to enter the series and they’ll go head-to-head against some of the world’s hardest riders, including TT legends John McGuinness, Steve Plater and Cameron Donald.”
_Un équipage
100 % féminin
au Bol d’Or
_Faten Khelifa, Motorevue (03/2011)
“En cette Journée de la Femme, saluons l’arrivée de Weronica, la toute première équipe féminine sous contrat de l’histoire du Championnat du Monde FIM Qtel d’Endurance."
"On this Women's Day, let's salute Weronica’s arrival, the very first female team under contract in the history of the Qtel FIM Endurance World Championship."
