Toyota demonstrate their commitment to Aussie Rules by kicking in more funds to grassroots clubs during Round 15 of the 2018 Toyota AFL Premiership Season.
As the Premier Partner of the AFL, Toyota has long been a supporter of the game from the grassroots up. For the last eight years, Gemba has been working alongside them on the Toyota Good for Footy Program. With over $5 million kicked into local clubs across Australia to date, Toyota and its Dealer Network has helped these footballing communities to grow and thrive.
Recently Gemba worked with Toyota to execute another iteration of their support of grassroots footy, by bringing the ‘Toyota Good for Footy Round’ to life. The main objective of this activity was to increase awareness and strengthen the attribution of the program to Toyota among footy fans nationwide. With 27% of Australians regarding themselves as AFL fanatics *, there is much potential in proving Toyota’s CSR credentials in this space.
The Toyota Good for Footy Round saw 18 worthy grassroots clubs selected to partner with one of the 18 AFL teams – and for every goal kicked by their aligned AFL team, the grassroots club pocketed $250, all thanks to Toyota! The close contests and fast gameplay of the round resulted in a season-high 249 goals across the nine games, meaning local clubs were $62,250 better off as a result!
This campaign was delivered through radio, print, at match activation, broadcast integration, digital, social and PR – with content on each of these channels working to integrate Toyota Good for Footy into the AFL dialogue, for not just Round 15, but also the following weeks.
In developing a communications plan for Toyota Good for Footy Round, Gemba placed a heavy focus on ensuring the stories of the participating clubs were told.
Stories like that of Waratah Football Club from the Northern Territory who pocketed $4,500 thanks to Melbourne’s 18 goal haul, and plan to use it to support participation programs for young indigenous players by covering registration fees and helping fund their travel to and from the Tiwi Islands and Elcho Island.
Or that of Wyndham All Abilities, a club based in the outskirts of Melbourne that gives men and women with intellectual disabilities the opportunity to feel the sense of pride that comes with pulling on their jumper each week. Essendon’s huge 19 goals means they now have an additional $4,750 to spend on replacing tired equipment and uniforms.
The results of the activity on awareness levels of footy fans will be known later in the season, but in the interim, we do know that the 4.4 million attendees and the 56 million gross broadcast viewers** of Round 15 enjoyed some great footy and were exposed to Toyota’s Good for Footy program!
*Source: Gemba Insights Program
**Source: AFL Corporate Partners Weekly Report 2018 – Round 15