The Background
Taubmans engaged us to evaluate the sporting sponsorship landscape to identify properties where they could grow their brand and show that they were ‘in it together’ with local communities. Following a comprehensive audit and RFP, we helped Taubmans engage and sponsor the Parramatta Eels and Brisbane Lions. Over the last three years, we’ve truly integrated the Taubmans brand in unique and effective ways that have delivered genuine brand and business results.
The Nuts and Bolts
From creating bespoke LED signage to an always-on social presence, we connected the Taubmans brand in meaningful ways to fans everywhere.
On-ground at each home match, we created Performance in Paint, an initiative in which mural artists would immortalise one hero moment from the previous match, as voted by fans in social. We told the story of how Taubmans paint is high performance, just like these two football clubs.
To extend our partnership further, we’ve built the Footy Club Rescue program. Most local footy clubs could use a bit of rescue. From chipping paint to not having the right footy gear, we donated a series of rescue packages which included the delivery of people and paint to make the club look a lot fresher. We went to four clubs around the country and created emotive content that cut ut through the world of social . We also reimagined components of the content, producing a high-reaching TV campaign.
Results
We’ve driven a significant uplift in brand consideration for Eels and Lions fans against the general population with increases YOY.
