Overview / Challenge
In 2015 Mazda NSW were in their second year of being the principal sponsor of the Sydney Thunder cricket team in the Big Bash League. In 2014, the focus had been on driving brand awareness with very minimal audience engagement. As a result, Mazda and the NSW Mazda dealer network questioned the value of the sponsorship investment and ROI of the activity.
Rocket Science was engaged to design a strategy to deliver measurable commercial return from the sponsorship investment. After reading the sponsorship agreement, I found that it was packed with value that if packaged up correctly, had the potential to unlock exciting engagement opportunities for Sydney Thunder fans and members and also for Mazda customers and prospects.
The Sydney Thunder Festival brought to you by Mazda was created. The engagement hook was the opportunity to win once-in-a-lifetime experiences and money-can’t-buy-prizes. Over 6 weeks, 59 winners took home over $55,000 worth of prizes – including a brand new Mazda3.
To get amongst it, festival-goers had to register on the dedicated festival microsite – as part of this registration process we captured valuable contact details, current vehicle make and model along with their purchase intention date.
- From this activity we built a database of 18,312 qualified prospects (+84% above targets) at a cost per lead of $12 (33% less than targets).
- We sold 147 vehicles, generating $4.5 million in revenue.
- On top of this, 40% of the sales generated were from new Mazda customers.
- The success of this activity has given Mazda NSW an exciting platform for future sponsorship activities.
“The support and guidance Mazda received from Rocket Science allowed Mazda to successfully grow our major sponsorship with Sydney Thunder. Rocket Science was able to understand the needs of all stakeholders and deliver measurable results.”
Daniel Morris, Mazda NSW State Manager.