Case Study - Brands - Portfolio Planning
Sponsorship Strategy
Our Challenge
Westpac’s brand ambition was to reposition away from the Big 4 and appeal more to everyday Australians.
Westpac’s brand ambition was to reposition away from the Big 4 and appeal more to everyday Australians. To support this brand strategy, Westpac engaged Gemba to review their sponsorship portfolio with a view to better deliver on objectives across five pillars: Demanding Attention, Loving our Loyals, Reigniting our Swagger, Building Product Fame and Simplify to Amplify.
Our Solution
The review included a comprehensive sponsorship landscape analysis, detailed fan passion point profiling and an assessment of prospective partnership opportunities to identify the best territories for consideration.
Leveraging the Planning Module from the Gemba Sponsorship Investment Framework, supported by Gemba’s industry leading insights program, the review included a comprehensive sponsorship landscape analysis, detailed fan passion point profiling and an assessment of prospective partnership opportunities to identify the best territories for consideration.
With high rates of passion and consumption across key states and the ability to challenge customers to reappraise the bank - asking ‘Westpac did what?’ - Rugby League was identified as the territory that would provide Westpac with a strong asset to support their new brand, marketing, and business objectives.
Gemba proposed a potential structure for a unique partnership with the NRL;
- Developing the commercial approach that included a national league partnership
- Women's game support at a dollar-for-dollar level with the men's game
- A never-before-seen dual front of shirt partnership with both State of Origin teams
- Creating leverage activation concepts that would help deliver against Westpac’s key brand pillars
Partnerships
Working With Global Brands
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