M.J BALE-SEEDS

Bronze Spike

The Flash Player is required to view this content.

TitleM.J BALE-SEEDS
BrandM.J BALE
Product / ServiceAUSTRALIAN CRICKET TEAM SPONSORSHIP
CategoryA01. Mailings
EntrantWHYBIN\TBWA GROUP Sydney, AUSTRALIA
Entrant Company:WHYBIN\TBWA GROUP Sydney, AUSTRALIA
DM/Advertising Agency:WHYBIN\TBWA GROUP Sydney, AUSTRALIA

Credits

Name Company Position
Paul Bradbury Whybin\TBWA Sydney Chief Executive Officer
Matty Burton Whybin\TBWA Sydney Executive Creative Director
Dave Bowman Whybin\TBWA Sydney Executive Creative Director
John Mckelvey Whybin\TBWA Sydney Creative Director
Peter Galmes Whybin\TBWA Sydney Creative Director
Stephen Oliver Whybin\TBWA Sydney Director
Hugh Miller Whybin\TBWA Sydney D.O.P
Gerrard Needham Photographer
Bryony Marks Whybin\TBWA Sydney Account Director
Rob Lowe Eleven PR PR Director
Sydney Spagnoletti Eleven PR Senio PR Account Executive
Chris Mawson Whybin\TBWA Sydney Head Of Studio
Simon Lister Nylon Studios Post Production
Celia Nicholas Method Studios Sound/Music

The Brief

M.J. Bale is an Australian men’s fashion label that sponsors the Australian Cricket Team. They are the Official Tailors to the Team. Our strategy was to revolutionise how we created our products, making suits literally infused with Australian victory. The first suits were for the Australian Cricket Team and then the range was released in-stores. We targeted existing customers with unique DM flat mail. Inviting them in-store to be the first to own the ‘Grazed on Greatness’ range. As worn by the team.

Creative Execution

Instead of simply using a sponsorship to put our product alongside sportspeople, we created a product that was actually desired by them and their many fans. It was the first time a sponsor of the Australian Cricket Team had ever changed its product to support the team and the unique approach was much loved by the Australian media. Like all fine things, a suit is designed to make the wearer look and feel good. Never before has a suit been made to make anyone feel like more of a winner. This flat mailer allowed M.J. Bale’s customers to own these historic suits first – as worn by the Australian Cricket Team.

Describe the creative solution to the brief/objective.

We found the oval where the Australian Cricket Team had its most victories, the Sydney Cricket Ground. We took grass from there, replanting it on a Merino sheep farm. We fed this grass to our sheep, sheared them and with their wool, now infused with victory, handcrafted suits for the team. We then invited our customers in-store to be the first of the public to own these suits. Our flat mailer invite for the ‘Grazed on Greatness’ range contained real grass seeds from the SCG Trust’s official seed bank. Seeds containing the same 150 years of Australian victory as these highly desired suits.

Results

‘Grazed on Greatness’ direct mail had an incredible response. Directly spiking in-store traffic and sales to an all-time high. Tailored suit orders up 520%. Total increase in overall business revenue 289% versus same time last year.