Title | M.J BALE-SEEDS |
Brand | M.J BALE |
Product / Service | AUSTRALIAN CRICKET TEAM SPONSORSHIP |
Category | A01. Mailings |
Entrant | WHYBIN\TBWA GROUP Sydney, AUSTRALIA |
Entrant Company: | WHYBIN\TBWA GROUP Sydney, AUSTRALIA |
DM/Advertising Agency: | WHYBIN\TBWA GROUP Sydney, AUSTRALIA |
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 |
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.
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.
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.
‘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.