PROGRESSIVE PARTNER TO THE PROTEAS
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.
A number of unique initiatives were conceptualised and delivered in-line with the Progressive Partner checklist, including the following:
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.
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.
Dealerships utilised hospitality platforms to deliver over 420 test drives
Bowling Lab deliveries across 5 cities saw 90% of respondents better understand ‘Vorsprung’
Automated social media shares
views across social platforms for progressive partner content pieces