1. TWO CODES, ONE GOAL
01286
PRESS ADS ONLINE COMPETITION ENTRY EVENT ACTIVATION
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 PLUS GET YOUR
3 sponsorships
2. Decrease in cost per lead by 15% to $89.33 across the 3 sponsorships FREE
SUPPORTER SCARF!
SOLUTION: Enter now.
Visit
nrmabroncospromo.com.au
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:
GRAND
FINAL GLORY DINNER WITH
THE TEAM
TEAM BEHIND
THE TEAM
The ultimate Grand Final
Get VIP treatment at a
We positioned the brand as ‘The Team Behind The Team’ supporting clubs & their supporters experience with two tickets
to the game, airfares,
Invite a mate along to the
Broncos Awards Night dinner
Broncos game with private
transfers and your own
by giving fans the chance to win-footy related prizes & experiences. accommodation, two invites and be there as the team’s
personal butler, plus spending Enter now. Visit
to a pre-match function
and $1000 spending money.
finest pick up their trophies.
money at the match. nrmabroncospromo.com.au
Tactics included: Conditions apply.
• Creative executions showcasing the club’s IP to catch the eyes & ears of devoted fans. IAG 4947-1 297x210 DPS Broncos.indd 1-2 10/06/11 4:54 PM
Conditions apply. Scarf available while stocks last.
• Radio was recorded by key club personalities for extra cut through & included on-air IAG 4938-4 376x73 BCM.indd 1 13/04/11 5:00 PM
giveaways PRESS ADS PRESS ADS
ONLINE COMPETITION ENTRY EVENT ACTIVATION ENTRY
ONLINE COMPETITION EVENT ACTIVATION
• 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 IAG 4925-3 297x420 Goal card.indd 1 23/03/11 10:11 AM
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.