The Brief

M.J.Bale is a relatively new men’s fashion brand in Australia. Having spent almost the entire marketing budget on a sponsorship of the Australian Cricket Team, becoming the team’s Official Tailors. Our task was to raise awareness and attract new customers with the limited, remaining budget. We targeted journalists and opinion leaders, recruiting their support to help convert cricket fans into our customers. We also targeted our existing customers to drive sales. Our strategy was to leverage the smallest sponsorship by revolutionising how we make our range, infusing it with Australian victory. *National awareness was vital to expand into more outlets.

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. For M.J. Bale and their customers, a suit is supposed to make you feel good. Never before has a suit made anyone feel more like a winner. We’ve now had other Australian sports stars and celebrities requesting to be dressed by M.J. Bale.

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 then 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 sent ties made from the wool to players, journalists and opinion leaders, asking them to seed our content, in-turn generating PR encouraging the big retailers to stock us. We sent our existing customers real grass seeds from the SCG inviting them to own the range before releasing to the public.

Results

‘Grazed on Greatness’ had an incredible response. Targeting journalists, opinion leaders and players achieved national awareness. Earning 8.5 million media impressions (broadcast TV, news, press, editorial, PR, social media) valued at A$3.2 million (US$3.3 million) In-store traffic and sales spiked to an all-time high. Tailored suit orders up 520%. Expanded our national distribution into Australia’s largest and most prestigious retail chain, with 38 additional new outlets, nationwide. Phenomenal 1400% return on investment ($14 for every $1 spent). All from the team’s smallest sponsorship. Total increase in overall business revenue 289% versus same time last year.