Caramel has worked on sporting brands (such as Adidas), personalities (such as Simon Gerrans), events, competitions and leagues. One of our strongest sports client relationships is with the ANZ Netball Championship, with whom we’ve worked since 2011.
We were initially asked to raise the profile and create engagement despite netball being a tier two sport without prime time television coverage and having a small budget.
Caramel Creative set about refining the ANZ Championship brand. We got rid of the clutter and the mixed messages in favour of bold use of the primary magenta and cyan colour palette, black and white imagery and a new positioning.
We then showcased the athletes as well rounded professionals and role models who take it upon themselves to inspire others and change the game for the better.
We spoke directly and positively to the ANZ Championship fans, players and the community at large. Key activities undertaken included print production, press, promotional items, online, digital as well as television.
A particular feature of this campaign was development of a new App to help keep the netball audience informed about the league and latest developments.
In that time the ANZ Championship has experienced year on year growth across its key indicators
- team membership and match attendance continues to climb;
- website visitation doubled following the rebrand to over 1 million and has continued to build
- Twitter followers have increased from 1,600 in 2011 to over 12,000 today; and
- Facebook numbers have skyrocketed from just 4,500 in 2011 to more than 68,000 today.