LONGi x ATP Adelaide 2024
LONGi Australia, a global OEM for solar panels and associated technologies, operates within a noisy marketplace with fierce competition from Primary, Secondary and Tertiary suppliers, creating a price driven, buyers-market. As a mid-tier supplier with two other competitors occupying this space, LONGi Australia sought to assert their global positioning to differentiate and gain prominence among channel partners - and “do something drastic'“ to connect with end users and “bring them closer”, in order to build brand awareness and value across the entire distribution channel.
Marketing Challenge:
Limited budget and a tight timeline of only six weeks going into the Christmas holiday period, presented a significant challenge for LONGi Australia.
Challenge - the solution delivered:
Brand Activation at ATP Adelaide Tennis Tournament:
Identified existing assets: LONGi’s Global sponsorship of the ATP tennis tour and official partner.
Proposed leveraging this asset through a branded shipping container at the tournament. Inherently on-brand and in line with LONGi’s commitment to sustainability.
Creative - Experience Design:
Designed and fitted out the shipping container as a themed interactive space heralding the alliance and engaging audiences with a bespoke ATP-LONGi interactive game.
Channel Marketing:
Designing and branding an interactive shipping container stationed at the tournament venue to engage channel partners and end users.
Digital Interactive Experience:
Integrated an interactive tennis game within the branded container to engaged with visitors.
Captured audience engagement through the game, ensuring a memorable and enjoyable experience.
Utilised digital interactivity to bridge the game between LONGi and end-users.
Incorporating gamification elements to attract and educate tournament attendees about LONGi’s offerings.
Content Marketing: Creating sharable video content capturing the interactive experience to amplify LONGi’s sponsorship beyond the event.
Managed the filming and production of sharable video content during the ATP tournament.
Enabled LONGi to leverage sponsorship across social media handles and PR channels.
Extend audience reach, fostering top-of-mind awareness, education, and brand recognition online.
Strategic Approach:
Asset Utilisation: Identifying LONGi’s existing sponsorship as a valuable asset to build a strategic marketing campaign around
Interactive Experience: Crafting a memorable in-person experience by designing an interactive space within the container to draw in audiences and educate them about LONGi’s products.
Content Production: Managing the filming and production of engaging video content to extend LONGi’s reach beyond the event and drive online engagement.
Results Achieved:
Reached approximately 1024 engaged visitors via the interactive conteiner presence at the ATP tennis tournament.
The activation attracted an average dwell time of 8minutes 22seconds.
4,007 eyes on brand of which 25.6% were converted to engaged visitors.
Educated end users and the general public about LONGi’s offerings, enhancing brand awareness and value perception.
Leveraged the video content across social media and PR channels for sustained audience engagement and top-of-mind positioning.
Integrated gamification of effective end-user engagement and education.
Despite the challenge of a limited budget and a short timeline, LONGi Australia’s strategic approach to leveraging existing assets and creating an interactive experience at a major event proved highly successful. By combining brand activation, digital interactivity, gamification, and content creation, LONGi Australia achieved its goal of being top-of-mind with channel partners, educating end-users, and building brand value at every level of the distribution channel. The ATP Tennis tournament became a pivitol platform for LONGi Australia, allowing them to assert their positioning and establish themselves as leaders in a noisy market.
