At AFC Bournemouth, our commercial team pride themselves on providing partners and clients with the best experience.
Hendy Group are a long-standing partner of the club, who we have an excellent relationship with.
The Objective
- Brand awareness showcasing Hendy Group, Dorset
- Lead generation
- Social media and digital presence
- Engage with businesses and the local community
Hendy Group is a family run business stretching across the south coast offering a wide variety of manufacturers under the Hendy umbrella. AFC Bournemouth’s location and Premier League profile was the perfect opportunity for Hendy Group to tap into a new audience and raise brand awareness.
Another key objective was to connect better with the local business community through introductions and attending networking events hosted at Vitality Stadium.
The Solution
- Digital support through matchday social content
- Moment of the Match
- Campaigns and online competitions offering merchandise and experiential prizes
- A day in the life of an away supporter
- Opportunity to connect and build relationships with businesses
- Attending and hosting business events at the Hendy dealership showroom
Tailoring the package for Hendy Group allowed both brands to be creative and, as a result, we were able to align Hendy Group with a popular piece of matchday digital content, Moment of The Match. Another objective was to engage supporters in dedicated campaigns whilst promoting a range of cars on offer at Hendy Group. 'A Day in the Life of an Away Supporter' continues to successfully deliver on this.
Through the partnership, Hendy Group also host an annual networking breakfast at their stunning Jaguar Land Rover Christchurch dealership as way of building connections with the local business community alongside attending regular business events hosted by the club.
The Outcome
- Digital collaboration reaching the wider community
- Increased local business connections
- £40K Global QI Media Value and £14K UK Media Value from LED exposure
- Over £57K Media Value from matchday content and partnership campaigns
- Combined digital reach of almost 1.7M
Hendy Group has used social media, the number one channel, to connect with consumers. Hendy Group has connected with supporters and the local community to build a stronger brand presence and strengthen customer loyalty. It has allowed Hendy Group to reach a much wider audience through showcasing the brand on a national and global platform.
Through attending business and club events hosted by AFC Bournemouth, Hendy Group has had the opportunity to promote the brand to a new audience of professionals and businesspeople. This has been key for showcasing the brand as well as the stunning local showroom in order to support overall business growth.
Testimonial: A Day in the Life of an Away Supporter
Extraordinary worldwide research has catapulted the electric vehicle into the 21st century with soaring interest. We worked closely with Hendy Group to promote why electric vehicles has slowly evolved to become an environmentally friendly reality and likely to be the most popular car choice for the modern population.
'A Day in the Life of an Away Supporter' gave two fans the opportunity to experience a luxury drive in Hendy's Jaguar I-PACE, which covers 292 miles with a full charge and holds over 656 litres of space in the vehicle. The supporters documented their journey from Vitality Stadium to St Mary's Stadium for the south coast derby clash with Southampton in April.
As part of the opportunity, the winners provided a special matchday vlog, which began in the car with their experience of driving electric and continued inside the stadium by recording the electric atmosphere on the night.
Olivia Suttle spoke glowingly of her experience after being involved:
"As long-standing AFC Bournemouth fans, it was an honour to get the opportunity to drive a complimentary car, provided by Hendy, and facilitated by the football club, to enjoy an away day experience. We loved travelling to the matches in style and VLOGing along the way, capturing the highs and lows, matchday vibes and reactions. It adds a whole new exciting element to our enjoyment of following the Cherries!"
Watch the video here.