The Brief

Our objective was to build awareness and drive sales for M.J. Bale, a relatively new Australian men’s fashion brand. We targeted journalists and opinion leaders to build awareness and attract new customers, aiming to convert many of the nation’s cricket fans into customers. We also targeted our existing customers to drive sales. Our strategy was to use our minor sponsorship of the Australian Cricket Team, as Official Tailors to the team – and then revolutionise our entire manufacturing process, infusing our range of suits with Australian victory. *National awareness was vital to expand into more retail outlets.

Creative Execution

Instead of simply using a sponsorship to put our product alongside sportspeople – we created a product that was genuinely desired by them and their fans. It’s 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 anyone feel like more of a winner. We’ve since 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 earning media encouraging major retailers to stock us. We sent our existing customers real grass seeds from the SCG inviting them to own the range before it was released 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.