AMT are a nationwide car dealership specialising in prestige vehicles, business fleets and leasing. As part of their growth strategy they have a number of partnerships with prominent sports teams including Yorkshire County Cricket Club, which is a stones throw from one of their flagship showrooms in Leeds. Paladins role is to maximise the value of the partnerships through sponsorship activation with their partner clubs.
'Driving into the Season' - pun absolutely intended - was a series focussed on producing engaging content for cricket fans whilst introducing them to the AMT brand. We filmed three pieces of content in 'carpool' style, with players and coaches from the men's and women's teams driving to training in a car supplied by AMT whilst discussing their preparation and expectations for the upcoming season. The campaign was a success with fans and a 'driving out of the season' is in the pipeline where we will catch up with the players after a hopefully successful season.