In 2015, Nissan became a partner to the International Cricket Council (ICC) – a global sponsorship which extended to all Nissan cricket-playing territories, including South Africa. The biggest challenge was how to make a global sponsorship relevant to South Africa, without a link to Cricket SA and the Proteas.
To develop and execute a locally relevant sponsorship strategy, which met global business and sponsorship objectives, targeting South African cricket fans, Nissan clients, dealers and staff.
The Kings of Speed
Openfield secured bowling speedsters, Dale Steyn and Kagiso Rabada as Nissan Ambassadors to communicate the Nissan sponsorship in the South African market. The campaign had global appeal, local relevance and gave unexpected access.
- The ICC Cricket campaign had a positive effect on the overall opinion of Nissan in the market place, with an increase in OaO from 23 to 33 over the period
- Purchase consideration of Nissan increased from 23 to 28% over the period
- The sponsorship delivered on client objectives to create a brand presence in the cricket space
- Globally, Nissan South Africa was awarded the AIMC Marketing Excellence Award for their ICC Campaign which out-performed all other Nissan territories in the ICC World Twenty20