Oakley Racing Division
In 2008 Oakley Inc launched Oakley Racing Division, at the time Oakley was seen by most people as a sunglasses and surf company and in both of those segments had very good market share, but had very little presence in motorsport. Through Autofocus we designed a Brand Activation program based around the V8 Supercar Championship. The Activation was based on a push and pull program that included sponsorship of Team Vodafone and amobile store at events.
In 2008 Oakley Racing Devision in Australia income was around $30,000 and by the end of 2009 it was close to $700K and had become one of the strongest brands within Australian Motorsport. Sales had more than doubled and we had achieved more than $3m in television airtime for Oakley through brand placement within Team Vodafone and on track.