Opel – Kit For Clubs

Develop a platform to activate the Opel sponsorship of the GAA throughout the nationwide Opel dealer network. The platform must activate the sponsorship and deliver commercial results in terms of car sales, services and new consumer leads for the business through test drives.


  1. Creation and development of the Opel Kit For Clubs mechanic
  2. Execute BTL marketing campaign in line with sponsorship entitlements
  3. End-to-end management of all Kit for Club events
  4. Recruitment of adult audience for events to drive test drive agenda
  5. Responsible for achieving annual sales, service and test drive targets as set out by Opel team


  • 3000+ test drives and services completed in-dealership and at key consumer events
  • 30 ambassador appearances leveraged for PR, social media and events in 2014
  • Over €300,000 worth of GAA kit distributed to clubs nationwide
  • Full engagement with GAA community through grass roots and digital marketing channels
  • Comprehensive event management of circa 10 dealer evenings, GAA days and club training sessions annually
  • Each GAA day directly links to a local Opel dealer within network, achieving on average 70 test drives per event
  • Initiative is in its 7th year and expanded to over 25 dealers and 600 clubs nationwide

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