Renault believes that every great journey is driven by passion and, with some of the most passionate fans in the league, their sponsorship of Port Adelaide Football Club was a perfect fit.
I helped develop, create and lead a multi-year campaign to turn on-ground activations into genuine fan and brand experiences.
We built the Renault ‘Passion HQ’, an ever-evolving space at each home game where fans could show their support in a myriad of ways, from recording an in-car ‘Fanthem’, screaming their way to a photoshoot, creating ‘Face-Morph-ups’ with a favourite player, creating memorable social posts, chances to win a car and much more. Every interaction was amplified digitally and supported by unique content, quizzes and competitions on PAFC social channels. Crowds began to flock to the Passion HQ and Renault became the most visible and popular activation on site.
Year on year, Renault’s brand recognition in Adelaide increased with the campaign delivering a 100% uplift in qualified leads alongside higher dealership sales and online followings.