Beyond the Label: How 24H LE MANS Turned Their Brand Protection into a Marketing Asset
And like any high-profile brand, 24H LE MANS faces the risks of counterfeiting.
But instead of treating anti-counterfeiting purely as a compliance measure, the Automobile Club de l’Ouest (ACO) — the brand owner behind 24H LE MANS and Le Mans Classic — has taken a more ambitious approach. Together with the KURZ SCRIBOS brand, ACO not only deployed a powerful brand protection solution, but also turned it into a tool for marketing, education, and fan engagement.
The Lesson? Technology alone isn’t enough.
How you communicate your solution makes all the difference.
Bringing the Anti-Counterfeiting Message to the Track
One of the most effective moments of this collaboration came during the 2025 edition of the 24 Hours of Le Mans. With over 300,000 fans on-site, ACO used the event itself as a launchpad to promote their anti-counterfeiting efforts.
As part of the official “Grand Jeu des 24 Heures” giveaway campaign, fans received licensed products equipped with a VeoMark® security label. But the real genius wasn’t just the label, it was what ACO did with it: They told people about it.
At the event:
- The security label was prominently integrated into the poster and communicated as part of a prize draw
- Through the instructions “How to play”, “Scan the QR code”, “Play” and “Win”, fans were invited to scan the QR code with their smartphones and take part in the game
- The scan led to a brand-specific digital experience based on the SCRIBOS 360 platform, enabling instant and secure product authentication as well as the chance to win attractive prizes related to the 24H LE MANS
- The campaign combined authenticity, interaction and added value, strengthening trust in officially licensed products
This not only boosted brand trust, it also delivered a surge of real user scans, generating valuable insights across regions, products, and scan behavior.
Educating Partners, Empowering Customers
But ACO didn’t stop with fans. To ensure their protection system would be used correctly throughout their ecosystem, they also created a clear and concise flyer — distributed to all licensees and customers.
This flyer:
- Explained how to identify the official VeoMark® label
- Guided users on how to scan and verify authenticity
- Clarified the benefits of the system for both brands and buyers
In short, ACO created a mini campaign around the solution that aligned all stakeholders and turned security into something visible, useful, and trusted.
Why This Matters
The goal of any brand protection solution is to reduce counterfeiting and unauthorized sales. But the power of the system only comes to life when people actually scan.
Here’s the difference communication makes:
More scans = more data
Every scan feeds into the SCRIBOS 360 platform, allowing ACO to track product flow, detect unusual scan behavior, and identify hotspots of suspicious activity.
More engagement = more control
By encouraging scanning, ACO didn’t just deploy protection — they created a feedback loop that makes their entire licensing operation smarter, safer, and more responsive.
More visibility = more trust
When licensees and consumers know how to authenticate a product, the brand gains credibility and buyers feel confident that they’re getting the real thing.
Turn Protection into Performance
The 24H LE MANS project proves a simple but often overlooked truth:
If you want your protection system to work, you have to talk about it.
Communication isn’t an afterthought. It’s the engine that drives scans, insights, and ultimately the return on your brand protection investment. Whether you’re a licensing brand, a global manufacturer, or a premium product owner, embedding education and visibility into your solution makes all the difference.
So don’t just protect your products.
Promote the protection.
Want to learn how to turn your anti-counterfeiting system into a marketing win?
Contact us at hello@kurz-scribos.com
