Renault Australia \ Port Adelaide Sponsorship
Strategic partnership to drive Renault brand love
Renault Australia and Port Adelaide Football Club had similar goals in 2014 – to turn a team of ‘underdogs’ into the top scorers in their fields. With low brand awareness in South Australia, Renault wanted to utilize this sponsorship to boost their presence in Adelaide and become more than just a logo on a guernsey.
Port Adelaide boasts one of the most devoted fan communities in all of the AFL. Inspired by these passionate supporters, Neonormal created the ‘United by Passion’ creative platform; a three-year campaign strategy which turned on-ground activations into true fan experiences, converting Port supporters into loyal Renault brand advocates.
At the core of the activation was the Renault ‘Passion HQ’, a space for Power fans to demonstrate their support with a number of engagement activities – from recording an in-car ‘Fanthem’ song, entering a Handball competition, creating ‘Face-Morph’ mash-ups with a favourite player, jumping in our ‘Two Teams, One Guernsey’ shirt, and much more.
Every interaction was amplified digitally and supported by unique content, quizzes and competitions on Port’s social channels – captivating audiences from the weeks before games right through to the final siren blast. Port Adelaide crowds began to flock to Passion HQ each round to show their Power pride, and Renault became the must-see brand activation on site.
But we didn’t just win over the Port fans — we also worked with Renault in a B2B and internal engagement capacity, hosting VIP ‘Before the Bounce’ dinners, events and corporate hospitality suites.
Year on year, Renault’s brand recognition in Adelaide increased as we delivered an unprecedented number of qualified leads (twice the expected amount, in fact), with higher dealership sales and online followings to boot. Far more than just a sports sponsorship, Renault and Port Adelaide have created a true partnership that smashed targets and kicked goals for both teams.
What we did
- Integrated Marketing
- Live Experience
- Digital + Social Engagement
- Queue Engagement
- Corporate Hospitality
- Design + Build