One-eyed Jack, the entertainment industry’s specialist communications agency is off to a roaring start this year as their sponsorship team secures an annual vehicle partnership for Seed Experiences.
Great Wall Motors (GWM) is one of China’s biggest success stories and has carved a name for itself in South Africa with quality, affordable vehicles.
Having partnered with Seed’s edgy, urban event Vodacom In the City last year, the brand recognized the value in building its cool-creds via music so it has provided a fleet of vehicles to Seed’s directors as part of an annual sponsorship.
The Seed Experiences management team selected five vehicles ranging from top-of-the-range SUV’s to sturdy pick-ups and will put them to good use at their 2014 festivals.
In return, GWM will get activation rights at WE ARE ONE Colour Festival, UB40’s SA tour, Sowing the Seeds, Rocking the Daisies, Jameson Vic Falls Carnival and two confidential international tours that the award winning agency has up its sleeve.
This means access to a live audience of 115,000 and a social media community of 150,000 not bad for brand-wanting to reach the 18-35 audience.
“This is the perfect partnership for these two brands,” comments One-eyed Jack’s sponsorship director Manuela de Deus.
“GWM’s relatively unknown to the youth market, so what better way to earn street cred with students and young professionals than to position themselves with music by partnering with SA’s top festival team. Seed’s quickly becoming known as the festival brand that delivers magical partnerships, so its only fitting that their directors drive top-notch sponsored vehicles to cement this observation.”
“GWM is very excited to team up with Seed experiences for a number of high-profile events in 2014,” says Tony Pinfold, CEO of GWM SA.
“The company is currently in the process of launching four new models onto the local market, most of which take the brand into market segments it has not competed in before. These new models are mostly aimed at younger, adventurous, urban consumers, which is perfectly in line with the character of, for example, the brand’s upcoming mini-crossover, the M4.”