Grazed on Greatness - Tailored suits
M.J.Bale
Issue 23 | May 2012
Agency
Whybin\TBWA\Tequila
Creative Team
Executive Creative Directors: Dave Bowman and Matty Burton ; CD/Copywriter: John McKelvey ; CD/Art Director: Peter Galmes
Production Team
Director: Stephen Oliver ; Sound: Nylon Studios ; Post: Method Studios
Other Credits
CEO: Paul Bradbury ; Account Director: Bryony Marks ; Client: Matt Jensen
Date
Feb-March 2012
Background
M.J. Bale was a relatively new Australian men’s fashion brand. The objective was to build awareness and drive sales by targeting journalists and opinion leaders. The strategy was to leverage M.J Bale’s role as the official tailors to the Australian cricket team.
Idea
The idea started with the product itself, to create a new line of clothing that would support the team as well as driving awareness and desire for the brand.
Turf was taken from the Sydney Cricket Ground, where Australia had registered more test match wins than anywhere else in the world.
It was replanted on a Merino sheep farm in New South Wales, and allowed to propagate. The sheep were set to graze on this grass before being sheared. Their wool, now infused with victory, was hand-crafted into suits for the Australian team and for the public.
Journalists were encouraged to tell the story by being mailed ties woven from the first-ever bale of this historic wool.
Important customers were sent real grass seeds from the Sydney Cricket Ground Trust seed bank to grow their own patch of victory. And invited to buy the range first.
Results
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 (£2m GBP).
In-store traffic and sales spiked to an all-time high. Tailored suit orders were up 520%.
M.J. Bale also acquired distribution through 38 new outlets with Australia’s largest and most prestigious retail chain, David Jones.
ROI was 1400% ($14 for every $1 spent). All from the Australia cricket team’s smallest sponsorship.
Our Thoughts
It may not quite compare to the All Blacks posters from TBWA\Whybin Auckland a couple of years ago, which were printed with the players’ blood, but this is a very engaging way to commemorate and share the passion for Sydney’s most hallowed grounds, or rather the re-grown, eaten and re-sprouted turf. I’m not surprised the results were outstanding.