Total Q1 media value
of audience more likely to consider buying a Jaguar
sold directly through the club by the end of 2019
Jaguar Kicking Goals
As of December 2019, the auto category in Australia faced 21 consecutive month of decline, and sales in this year were the worst since the GFC in 2008. Jaguar had fallen prey to short term-ism to fuel the bottom line. When brand metrics also started to decline alongside budgets it was time to re-focus the approach. Many Australians have no connection to Jaguar and building brand affinity isn’t going to happen overnight. The refocused 3 year strategy was to ‘Build for the Long term’ by identifying the right partnership that could lend credibility and build passion for the brand.
Sport is Australia’s passion, particularly AFL. (Australian Football League). The AFL is only played in Australia and is the leading sport for broadcast (audience of 9 million) and attendance (7.5m each year). Using Propeller and MKTG’s data we validated that AFL was the right sport to drive this required growth.
MKTG utilises a bespoke selection tool with a scorecard approach to shortlist & evaluate properties against key business, marketing & sponsorship criteria. The inputs and weighted outcomes were also tailored to industry landscape and applied to a range of properties within the AFL.
Melbourne Football Club (MFC), ticked all the boxes. Beyond a large member base within the most affluent suburbs of Melbourne, MFC have consistently been one of the top watched sides in AFL. MFC are known for having some of the youngest, fiercest players in AFL, and so offered many ambassador & integration opportunities too.
Together, MKTG and Dentsu X brought the sponsorship to life across a range of touch points:
- Creative proposition – “Fiercely Driven” – tying the two organisations together through mutual values.
- Content – bringing Fiercely Driven to life using players and IP
- Ticketing & hospitality – providing dealers with experiences for client prospecting and engagement.
- In-stadium activations – including a giveaway of a Jaguar E-PACE, which drove fans to the game and delivered significant incremental value for Jaguar in a mutually beneficial activation
- Club integrations – supporting member groups, family events and club fundraising causes.
Opportunity to See
- $5.5mn total QI media value (in broadcast environmaents across sponsorship inventory)
- Paid social reach of 5,464,397
- Organic reach of 1,000,612
- 718,683 engagements on social
- Over 10,000 engagements in stadium
- Top of mind sponsorship association of 45%
- Brand favorability increased in 70% of audience
- 85% more likely to consider buying a Jaguar
- 12 cars sold directly through the club (end of 2019) with an average of $85k+ per sale
ViiV Healthcare: Delivering Unique Customer Journeys
ViiV is focused on building customer experiences for healthcare professionals and patients. With the amount of digital noise that physicians hear every day, the client needed ...
A digital partnership breaking the rules of the category
Jaguar Kicking Goals
Using the power and culture of sport to drive brand growth and sell cars in a consistent declining luxury car market with tiny budget: Jaguar, Dentsu X, MKTG and Melbourne Football club score bi...
Big4 Digital Experience
Partnering with BIG4, Isobar produced a digital content platform to elevate your experience booking a local getaway.
BWM dentsu: If it’s not genuine, it could be from anywher...
Imitation and fraudulent car parts are a significant problem. This campaign warns that unless you demand the genuine article, who knows what you’ll get.
BWM dentsu: Remove the barrier – The Dylan Alcott Foundation
People with disability are twice as likely to be unemployed as their able-bodied counterparts. All because of a barrier we can’t see – the unconscious bias of employers.
BWM dentsu: Homeless Delivery - Deliveroo
95% of homeless Australians own mobile phones, but don’t have access to food.
We created a ‘Donation Tile’ in the Deliveroo app that allowed Homeless recipients to order free meals direct...
BWM dentsu: The Golden Nugget – Bowel Cancer Australia
Bowel cancer used to be an “old person’s” disease but it’s now the deadliest cancer among young Australians.
To get their attention and teach them the value of checking their poo, we crea...
BWM Dentsu: The Boxing Day Presale – Latitude Financial S...
Boxing Day is Australia’s biggest sales day. It’s also the busiest.
To launch Latitude’s new Low Rate Mastercard before Christmas, we helped customers beat the crowds by bringing Boxing D...
Isobar: The Perfect Candidate – Australian Futures Project
Working with Australian Futures Project, we shifted Australia’s national conversation during election time.
Carat & WiTH Collective NZ: ASB Bank#AnEssentialThanks
Right now, New Zealanders are in isolation – all except those deemed essential services. Our NZ teams at Carat and WiTH Collective have developed a campaign for their client, ASB Bank, to use ne...
BWM Dentsu: The BWM Dentsu Group Reconciliation Action Pl...
Collaboration is king in The BWM Dentsu Group's Reconciliation Plan (RAP). Ten agencies under the Dentsu Aegis Network Umbrella come together to work towards a boost in diversity and inclusion f...
WiTH Collective: GoDaddy, Ray's Flamin' Hot Sauce
Small businesses decide not to go online, believing that it would cost too much time and money. GoDaddy wanted to relieve that apprehension and developed a user-friendly website builder.
WiTH Collective: Pfizer, The Reverse Intervention
It was discovered that non-smokers are too ill-informed about the addictive nature of smoking. As a result, they nag the smokers rather than provide support, which only perpetuates the cycle of ...
Accordant works with Adobe to deliver cross channel marke...
Accordant spotted an opportunity for improvement in CSU’s marketing strategy, as well as an opportunity to showcase the power of the Adobe Experience Cloud. Accordant, generating the opportunity...
Posterscope, Dentsu X, Amnet: Patties Foods
Patties Foods, one of Australia’s best-known food manufacturing brands, was planning a $50k in 50 Days promotion for its customers to celebrate its 50th birthday.
BWM Dentsu: Premmie Proud
When a baby is born, parents love sharing the news on social media. But if the baby comes prematurely, you won’t always hear about it.
The Story Lab: VCTV Season 2
There is no doubt the attention of millennials is hard to grab and maintain. VCTV’s second season had to mix it up to stand out.
Isobar: Life, by Okinawa
By showing parallels between our lifestyle and the Okinawan way of life, we were able to capture three epic journeys and inspire millions around the world to discover the secret to longevity.
BWM Dentsu, Haystac, Dentsu X: Remote Ristorante
Together, BWM Dentsu, Haystac and Dentsu X, opened the world’s most remote pizzeria to prove that with Ristorante frozen pizza, you can enjoy a pizzeria taste no matter where you call home.