PROGRESSIVE PARTNER TO THE PROTEAS

CLIENT: AUDI
DIVISION: SPORT

 

 

SIMPLE

Focused on entrenching the brand within cricket, Audi aligned with the Proteas’ performance characteristics and Protea Fire values in order to communicate ‘progression’, using the ‘Progressive Partner’ positioning as the compass for all leveraging initiatives.

The sponsorship is utilised to target a high-end, affluent consumer audience, while embracing the brand values to showcase its progressive, sophisticated and sporty pillars. Across the marketing, CRM and sales spectrum, the sponsorship was used as platform to enhance all activity and deliver on broader business objectives.

Central to the strategy has been demonstrating continuous advancement within the Proteas space using the brand as a facilitator and, in doing so, bringing alive the ‘Vorsprung durch Technik’ proposition.

 

CREATIVE

A number of unique initiatives were conceptualised and delivered in-line with the Progressive Partner checklist, including the following:

BOWLING LAB

In-stadium activation that gave fans the opportunity to have their bowling benchmarked against the Proteas, in line with the speed gun broadcast rights.

PROTEAS BATTING MASTERCLASS

Content piece exhibition between 3 of the Proteas’ most destructive batsmen – given 4 overs to score runs by hitting designated targets on Clifton Oval.

THE HOT SEAT

Audi invented dugout utilised by players and technical staff who watched the live broadcast pitch side.

AUDI EXCLUSIVE IN-STADIUM

VIP/business class in-stadium viewing experience for current drivers & prospects, media, social influencers and competition winners. Guests received fine dining in the best grandstand seats, served by waiters.

A4 PROTEAS EXPERIENCE

Targeted prospects were collected from home, where they then test drove the brand new A4 to the stadium.

#VORSPRUNGPROTEAS SOCIAL MEDIA

Exclusive, real-time branded content across brand social platforms.

GARY KIRSTEN SPONSORSHIP AMBASSADOR

Audi ‘Extra Covered’

Video podcasts where Gary exclusively previewed and reviewed each series.

Coaches Corner

CSI initiative where Gary conducted workshops with existing development coaches.

Sunday Times partnership

Exclusive written pieces by Gary ahead of the Sri Lanka test series’.

EXPOSURE AND BROADCAST ELEMENTS

Extensive stadium branding and owned Performance Tracker and Speed Gun in-broadcast elements.

 

IMPACT

26

Dealerships utilised hospitality platforms to deliver over 420 test drives

+21k

Bowling Lab deliveries across 5 cities saw 90% of respondents better understand ‘Vorsprung’

+19k

Automated social media shares

+430k

views across social platforms for progressive partner content pieces