IAG (Insurance) & Brisbane Broncos, West Coast Eagles, Port Adelaide Power
1
Enter now. Visit nrmabroncospromo.com.au Conditions apply. Scarf available while stocks last. IAG 4925-3 297x420 Goal card.indd 1 23/03/11 10:11 AM Enter now. Visit nrmabroncospromo.com.au Conditions apply. The ultimate Grand Final experience with two tickets to the game, airfares, accommodation, two invites to a pre-match function and $1000 spending money. Invite a mate along to the Broncos Awards Night dinner and be there as the team’s finest pick up their trophies. Get VIP treatment at a Broncos game with private transfers and your own personal butler, plus spending money at the match. TEAM BEHIND THE TEAM GRAND FINALGLORY DINNER WITH THE TEAM NRMA Insurance QLD is the principal sponsor of the Brisbane Broncos, SGIO joint major sponsors of West Coast Eagles & SGIC premier partners of Port Adelaide Football Club. CHALLENGE: Traditionally sponsors use their contractual benefits for corporate hospitality & to impact prospective stakeholders. For these brands, the challenge was different – how can we use contractual benefits to target club members & supporters of footy. The programme was implemented to leverage these high profile sponsorships to deliver on the Direct Insurance vision of being “Australia’s Favourite Local Insurer”. 1. Database building by increasing leads generated year on year by 15% to 8,270 across the 3 sponsorships 2. Decrease in cost per lead by 15% to $89.33 across the 3 sponsorships SOLUTION: We know that AFL and NRL fan engagement is driven by factors like team devotion, love of the game as well as talking & socializing & we wanted to capitalise on this. We also know that everyone loves a freebie. To entice fans to get online and register we’ve used the concept of “Win Fantastic Footy Prizes, plus get your FREE supporter scarf”. IMPLEMENTATION: We positioned the brand as ‘The Team Behind The Team’ supporting clubs & their supporters by giving fans the chance to win-footy related prizes & experiences. Tactics included: • Creative executions showcasing the club’s IP to catch the eyes & ears of devoted fans. • Radio was recorded by key club personalities for extra cut through & included on-air giveaways • Distribution of Empowered, club & competition reminder eDMs • Online promotions through clubs’ and radio stations’ websites & social media platforms • Specifically designed microsites highlighting prize details & previous winners images • Incentive of a free scarf in club colours to those entering the competition & registering their details • Activations on sponsor game days at home games • Leverage key club events & PR to publicise announcements & amplify activity RESULTS: We smashed targets; generating a 302% increase in leads generated reaching a total of 28,912. The conversion rate for sponsorship leverage activity is 1.5 times more effective than the typical response rate on new business acquisition campaigns. Cost per lead to deliver the whole programme including the creative campaign was more than halved, coming down to $42.41. 2,321 fans were able to “Experience the Difference” thanks to our prize pool. 01286
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Transcript of IAG (Insurance) & Brisbane Broncos, West Coast Eagles, Port Adelaide Power
Enter now. Visit
nrmabroncospromo.com.au
PLUS GET YOUR PLUS GET YOUR PLUS GET YOUR
FREEFREEFREESUPPORTER SCARF!SUPPORTER SCARF!SUPPORTER SCARF!
Conditions apply. Scarf available while stocks last.
IAG 4938-4 376x73 BCM.indd 1 13/04/11 5:00 PM
IAG 4925-3 297x420 Goal card.indd 1 23/03/11 10:11 AM
Enter now. Visit nrmabroncospromo.com.au
Conditions apply.
The ultimate Grand Final experience with two tickets
to the game, airfares, accommodation, two invites
to a pre-match function and $1000 spending money.
Invite a mate along to the Broncos Awards Night dinner and be there as the team’s finest pick up their trophies.
Get VIP treatment at a Broncos game with private
transfers and your own personal butler, plus spending
money at the match.
TEAM BEHINDTHE TEAM
GRAND FINALGLORY DINNER WITH
THE TEAM
IAG 4947-1 297x210 DPS Broncos.indd 1-2 10/06/11 4:54 PM
NRMA Insurance QLD is the principal sponsor of the Brisbane Broncos, SGIO joint major sponsors of West Coast Eagles & SGIC premier partners of Port Adelaide Football Club.
CHALLENGE:
Traditionally sponsors use their contractual benefits for corporate hospitality & to impact prospective stakeholders. For these brands, the challenge was different – how can we use contractual benefits to target club members & supporters of footy.
The programme was implemented to leverage these high profile sponsorships to deliver on the Direct Insurance vision of being “Australia’s Favourite Local Insurer”.
1. Database building by increasing leads generated year on year by 15% to 8,270 across the 3 sponsorships2. Decrease in cost per lead by 15% to $89.33 across the 3 sponsorships
SOLUTION:
We know that AFL and NRL fan engagement is driven by factors like team devotion, love of the game as well as talking & socializing & we wanted to capitalise on this. We also know that everyone loves a freebie. To entice fans to get online and register we’ve used the concept of “Win Fantastic Footy Prizes, plus get your FREE supporter scarf”.
IMPLEMENTATION:
We positioned the brand as ‘The Team Behind The Team’ supporting clubs & their supporters by giving fans the chance to win-footy related prizes & experiences.
Tactics included:• Creativeexecutionsshowcasingtheclub’sIPtocatchtheeyes&earsofdevotedfans.• Radio was recorded by key club personalities for extra cut through & included on-air
giveaways• DistributionofEmpowered,club&competitionremindereDMs• Onlinepromotionsthroughclubs’andradiostations’websites&socialmediaplatforms• Specificallydesignedmicrositeshighlightingprizedetails&previouswinnersimages• Incentiveofafreescarfinclubcolourstothoseenteringthecompetition®isteringtheir details• Activationsonsponsorgamedaysathomegames• Leveragekeyclubevents&PRtopubliciseannouncements&lifyactivity
RESULTS:
We smashed targets; generating a 302% increase in leads generated reaching a total of 28,912.
The conversion rate for sponsorship leverage activity is 1.5 times more effective than the typical response rate on new business acquisition campaigns.
Cost per lead to deliver the whole programme including the creative campaign was more than halved, coming down to $42.41.
2,321 fans were able to “Experience the Difference” thanks to our prize pool.
TWO CODES, ONE GOALPRESS ADS ONLINE COMPETITION ENTRY EVENT ACTIVATION
PRESS ADS ONLINE COMPETITION ENTRY EVENT ACTIVATIONPRESS ADS ONLINE COMPETITION ENTRY EVENT ACTIVATION
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