END OF THE YEAR REVIEW 2020 TEAM JUMBO-VISMA ENDEINDEJAARS OF THE YEAR OVERZICHT REVIEW 2020 /FOREWORD VOORWOORD The year 2020 was a challenging and special year, Team Jumbo-Visma is proud to have its own Diin which sa L. wePor had ut toL. changeSciena, gears comaio a lot. cupio In spite et;women’s Cat. team in the new year. Within the iumof this, et; we et, managed me poti, to ciae achieve estere some ex wonderful Se women’snis con teamvocupio we embrace cupici inctalent firis recognition, et nostamvictories together.urox nocus cae acchil hocaed quiustalent cus development ia dis horturbem and top sportsideo at ta the highest Cat re ad iam ad condam vivivir miurae deralevel derficaes where we cansentium contribute serei toconfese national and etIn skating,venteat we iordit; once againnihilii won praet several vesti, national, fortiquiinternational it, etrorum women’s virmis. cycling. 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Thesehabuturnis, victories det;made nos, Primož cononsu the best In this brochure, we look back on a number of ltodiem,rider of the catquam year and PaliberetWout the best ia inpridere one-day rider activations that have achieved great results. We interorunumof the year. As aiae team mur we hebat proudly vidis finished the can’t wait to continue these sporting successes essesseason Maelistratumas number 1 in thenihilius UCI World hocciena, Ranking. in the coming year. With great thanks to our main nessendam atum Patilne ad se querris sponsors, co-sponsors, sub-sponsors, official iam,As of nost2021 Teamconsus Jumbo-Visma ad fitis. Cuscitwill ride nos on partners and official suppliers. pata,bicycles nemus from the seniam bicycle ut manufacturer vid conficaec Cervélo, ti inan Etrae,innovative crit and diconsil progressive vidiem brand ia pultus. and part of / RICHARD PLUGGE Bisthe Dutchbon hora, family crum business con Pon. hoc An temnemn asset to the Managing director ondiusteam, we conia look forward vestius to bonsuam this collaboration. es ad mo After antiusseven seasons consul we vius said ericerid goodbye fauctabem to our partner fortemBianchi inine style. non We ditidis, did this cons through inum an online telicaediuauction of iconic quamenarbit. Bianchi bikes Ibefecis. with which Hus, we Patam.managed to create numerous historical moments Fulviurat.and stories Oxtogether. mentereist? At rei poti convescendam manum hos cones atraetiorWe look back heme on aforis very sentembeautiful tarenatcollaboration odinius,between Bianchiniquod and poptienin the team. vehem spios /JUMBO / DESCRIPTION / ACTIVATION What do you do when the biggest Tour de Kans and by far most important event of the year takes place in a corona / OBJECTIVE bubble and strict measures are in 80,000 unique participants and place around the race route? Team 20,000 opt-ins Jumbo-Visma, together with partner Jumbo and SportsCloud, developed a / RESULT ACHIEVED new digital activation for the Tour de 551,459 visitors, of which France. With Tour de Kans, everyone 428,213 registrations could participate for 23 days in a digital tour of various games, such / FIGURES/PERCENTAGES as wheel of fortune, memory, snake 61,941 unique participants and various quizzes. The digital tour 71% open rate was developed in the form of an 102,680 prizewinners advent calendar. Every day of the Played in 33 countries Tour, including the two rest days, a 1,038,121 sent e-mails box could be scratched open. Behind 13.23 average playing time per the box was a game. By playing the participant in minutes games, participants had a chance to 13,667 hours total playing time win various prizes, such as tickets to the Dutch Grand Prix in Zandvoort or Primož Roglič’s bicycle. /JUMBO / DESCRIPTION / ACTIVATION In January 2020, immediately after National campaign to draw attention his official transfer to Team Jumbo- to Jumbo’s offers of fruit and Visma, Tom Dumoulin was deployed vegetables in January, using the by Jumbo in a national campaign brand-new acquisition Tom Dumoulin. with the theme “a good start, starts Use of online and offline campaign at Jumbo”. Among other things, a materials and of course a national TV commercial was produced for the TV commercial with the well-known campaign, in which Tom Dumoulin playful twist that we know from immediately took the lead role. In the Jumbo. commercial, a link is made in a playful way to the good intentions of many / OBJECTIVE Dutch people and to making healthy Reinforce Jumbo’s general January food choices to get or stay fit quickly. campaign by making smart use of the transfer of one of the most famous Dutch athletes to our team. Because “a good start, starts at Jumbo”. /JUMBO / DESCRIPTION / ACTIVATION In the first weeks of uncertainty, #Supermarketheroes supermarket staff were under considerable pressure to ensure that / OBJECTIVE we could continue to do our shopping To thank all supermarket employees as normal as possible. They did a lot (especially Jumbo’s) for their hard of work and were asked to perform work. at their very best. Therefore, together with our athletes, we created the / RESULT ACHIEVED #supermarketheroes. To cheer on all 2,375356 impressions the supermarket heroes the way they 84,932 expressions of support with normally cheer on our athletes. And #supermarketheroes everyone in the Netherlands helped us! /VISMA / DESCRIPTION / ACTIVATION To bring attention to a new online Visma Easycruit commercial recruitment tool, Visma produced a special commercial to showcase the / OBJECTIVE new tool in a fun and playful way. To draw attention to Visma EasyCruit In the leading role Merijn Zeeman is and generate traffic to visma.com/ looking for new talent. After a tough easycruit search with lots of applications, he finally hits upon the right candidate / RESULT ACHIEVED via EasyCruit: Tom Dumoulin! Large online reach and many leads for EasyCruit helps in a simple way to find the platform talent. /JUMBO, VISMA & KÄRCHER / DESCRIPTION / ACTIVATION There was no 2020 Paris-Roubaix Filter Paris-Roubaix edition, but there was an AR filter. On the weekend of 25 October, Wout van / OBJECTIVE Aert of Team Jumbo-Visma showed Maximum number of impressions what his face should look like when around Paris-Roubaix the race started. Together with partners Jumbo, Visma / RESULT ACHIEVED and Kärcher, Team Jumbo-Visma tried 250,000 views in 24 hours to create a lot of attention for the AR filter to let fans use it themselves. We / FIGURES/PERCENTAGES reached almost 250,000 views within • 247,500 impressions 24 hours by spreading various organic • 22,200 opened filters on Instagram and paid posts on social media across • 11,700 views all available channels. Most of this was • 2,700 shares via Instagram. That includes the reach scored by the entry of Ineos rider (!) Luke Rowe. However, the millions we reached through the attention in the Belgian news is excluded. A great result, to which every partner contributed in their own way. /HEMA / DESCRIPTION / ACTIVATION HEMA successfully activated the Brand video and online campaign partnership with Team Jumbo- Visma in 2020 by releasing a brand / OBJECTIVE film during the Tour de France, To increase sponsor awareness and which focused on the theme of ‘Fan give meaning to this awareness in of Bicycles’. Attention was then terms of both the brand and the generated for the partnership through product. a unique limited collection of cycling shirts in collaboration with clothing / RESULT ACHIEVED sponsor AGU. The ‘Fan of Bicycles’ campaign showed a clear increase in both spontaneous and assisted sponsor awareness. In addition, the limited collection of cycling shirts was sold out within a short period of time. /FRIESLANDCAMPINA CAMPINA / DESCRIPTION The Dutch people exercised / ACTIVATION significantly less in the 3rd quarter Campina Strong Start of the day of 2020 than in the same period of 2019, according to research by / RESULT ACHIEVED Ipsos commissioned by NOC * NSF *. By opting for various angles in this Campina & top sport ambassadors, campaign and responding to current including Epke Zonderland, Dafne events, the campaign received Schippers and the skaters of Team renewed attention several times over Jumbo-Visma, therefore saw it as three months. This has generated a lot their joint mission to encourage the of exposure for Team Jumbo-Visma Netherlands to pick up healthy habits and for Campina quark and yoghurt.