M.J.BALE: GRAZED ON GREATNESS - SEEDS

Credits & Description:

Category: Flat Mailing

Advertiser: M.J.BALE

Product/Service: AUSTRALIAN CRICKET TEAM SPONSORSHIP

Agency: WHYBIN\TBWA\TEQUILA SYDNEY

Chief Executive Officer: Paul Bradbury (Whybin\TBWA\ Tequila Sydney)

Executive Creative Director: Matty Burton (Whybin\TBWA\ Tequila Sydney)

Executive Creative Director: Dave Bowman (Whybin\TBWA\ Tequila Sydney)

Creative Director: John McKelvey (Whybin\TBWA\ Tequila Sydney)

Creative Director: Peter Galmes (Whybin\TBWA\ Tequila Sydney)

Director: Stephen Oliver

Post Production: (Method Studios)

Music/Sound: (Nylon Studios)

Photographer: Gerrard Needham

Director Of Photography: Hugh Miller

Head Of Studio: Chris Mawson (Whybin\TBWA\ Tequila Sydney)

Media placement: VIDEO - MJ BALE WEBSITE - 6/3/2012

Media placement: PRINT/MAGAZINE - QANTAS MAGAZINE - APRIL 2012

Media placement: PRINT/MAGAZINE - GQ MAGAZINE - APRIL 2012

Media placement: TIES - PR GIFT - 12/3/2012

Media placement: SEED PACKETS - IN- STORE - 12/3/2012



Describe the brief/objective of the direct campaign.

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.



Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.

We found the oval where the Australian Cricket Team had its greatest 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, hand-crafted 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.



Explain why the creative execution was relevant to the product or service.

Instead of simply using a sponsorship to put our product alongside sports-people, 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.



Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.

‘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%.