The Challenge

The auto category in Australia experienced 21 consecutive months of decline, with sales reaching their lowest point since the Global Financial Crisis in 2008. Jaguar, too, faced the challenges of short-term thinking, prioritizing immediate financial gains over long-term brand growth. As brand metrics began to decline alongside tightening budgets, it became evident that a new approach was necessary. 

Building brand affinity among Australians who had little connection to Jaguar would not be an overnight task. Therefore, a refocused three-year strategy was devised: "Building for the Long Term." The key objective was to identify a strategic partnership that could lend credibility to the brand and ignite passion among consumers. 

By adopting this approach, Jaguar aimed to reverse the negative trend and establish a solid foundation for sustained growth in the Australian market. 

The Solution

Sport is a national passion in Australia, with the Australian Football League (AFL) at the forefront. The AFL, exclusive to Australia, boasts the highest broadcast audience of 9 million and attracts 7.5 million attendees each year. Propeller and MKTG's data analysis confirmed that AFL was the ideal sport to drive the desired growth. 

MKTG employs a tailored selection tool that utilizes a scorecard approach to evaluate properties against key business, marketing, and sponsorship criteria. The tool's inputs and weighted outcomes were customized to suit the industry landscape and applied to various properties within the AFL. 

 Among the AFL properties, Melbourne Football Club (MFC) stood out as the perfect fit. MFC not only boasts a substantial member base in Melbourne's affluent suburbs but has consistently been one of the most-watched teams in the AFL. With their reputation for young and fierce players, MFC presented numerous opportunities for brand ambassadorship and integration. 

Through collaboration between MKTG and Dentsu X, the sponsorship came to life across multiple touchpoints: 

1. Creative Proposition: "Fiercely Driven" - This creative concept established a connection between the two organizations based on shared values. 
2. Content: Utilizing players and IP, the "Fiercely Driven" concept was brought to life through compelling content. 
3. Ticketing & Hospitality: Dealers were provided with experiences for client prospecting and engagement, enhancing their relationship with clients. 
4. In-Stadium Activations: Exciting activations, including a giveaway of a Jaguar E-PACE, not only drove fans to the games but also delivered substantial incremental value for Jaguar through a mutually beneficial activation. 
5. Club Integrations: Support was provided to member groups, family events, and club fundraising causes, fostering a deeper connection with the club and its community. 

By leveraging these initiatives, the partnership between Jaguar, MKTG, and Dentsu X successfully capitalized on the AFL's popularity and the strong brand presence of Melbourne Football Club, resulting in increased brand visibility, engagement, and growth. 

The Results

The campaign exceeded expectations, delivering outstanding results for both Jaguar and MFC across multiple key metrics: 

Opportunity to See: 

• Achieved a total QI media value of $5.5 million, leveraging sponsorship inventory in broadcast environments. 
• Reached a wide audience with a paid social reach of 5,464,397. 
• Generated organic reach of 1,000,612, further extending the campaign's impact. 

Engagement: 

• Generated high levels of engagement with 718,683 interactions on social media platforms. 
• Created an immersive experience in-stadium, resulting in over 10,000 engagements from enthusiastic fans. 

Brand Impact: 

• Established a strong sponsorship association, with 45% of the audience recognizing Jaguar as a top-of-mind brand. 
• Enhanced brand favorability in 70% of the audience, indicating a positive shift in consumer perception. 
• Increased the likelihood of considering purchasing a Jaguar by 85% among the target audience. 

Business Return: 

• Directly contributed to the sale of 12 cars through the club by the end of 2019. 
• Achieved an impressive average sales value of over $85,000 per vehicle, demonstrating the campaign's impact on the bottom line. 

Overall, the campaign's success can be attributed to the strategic partnership between Jaguar, MFC, MKTG, and Dentsu X, as well as the effective utilization of various touchpoints to engage the audience and drive business growth.