Head of Client and Creative Services

in Sport

November 21, 2016



Gemba has claimed its first ever win at the Australian Marketing Institute NSW State Awards in the Corporate Social Responsibility category, courtesy of our innovative ‘Toyota Good for Footy’ campaign.

This is the second award win for the multi-channel campaign, which took home the Best Sports CSR Initiative at the Ministry of Sports Marketing Awards earlier this year. Now that’s Good for Footy!

To win in the CSR category at AMI, campaigns need to demonstrate positive impact to local communities in need of support.  The Toyota Good for Footy Raffle is a simple idea executed on a grand scale, built on the insight that fundraising is a constant challenge for local clubs. It’s a national initiative that makes it easy for grassroots sporting organisations around the country to raise money. They simply sign up for the raffle, sell $5 tickets and keep 100% of the money.

Clubs jumped on board in the 2016 season and the Toyota Good for Footy Raffle smashed all expectations. 249 clubs got involved – 25% more than our target, and raised over $387,000 – almost double our target of $200,000. On top of this, we doubled our national awareness goal for the raffle.

Survey respondents told us that the raffle was well-executed and easy to be involved. “The process couldn’t have been easier” and “Nothing to improve. All we can hope is that the raffle is run again!” Positive feedback indeed.

The campaign itself rolled out across digital, social, print and broadcast platforms, promoting the program to club administrators, players and the general AFL fan, encouraging them to support the local fabric of our great national game.

Congratulations to Toyota and everyone involved in rolling out the campaign from our Insights, Strategy and Communications teams. And keep an eye out for the continued success of Toyota’s CSR programs with Good for Cricket rolling out live this summer.