One-eyed Jack builds GWM’s street-cred by securing an annual partnership with Seed Experiences
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 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 brandwanting 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.’
One-eyed Jack’s previous accolades include securing Nokia and 5FM for Bastille’s sold out tour, Nokia and Bain’s Whisky for SkyRoomLive.com, Doritos for GoodSundae, Savanna and BlackBerry for The Comic’s Choice Awards, DStv for UB40, Vodacom, Miller Genuine Draft and GWM for Vodacom In the City, Hunter’s eXtreme for Ultimate X, Channel O and CastleLite for Axecess Jozi, DStv for Jameson Vic Falls Carnival and Glacéau Vitamin Water for Wavescape Surf Film Festival. The agency also manages PR, social media and sponsorships on behalf of clients like G&G Productions, looking after the Samsung #GalaxyExperience and Heineken relationships for the world’s leading dance event, Sensation. Comedy media partnerships include Mzansi Magic, The Times and Kaya FM.
Building on its success, One-eyed Jack’s set its sights on the best year yet!