Wests Tigers x Haymes Paint
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Wests Tigers, a long time partner of Campaignware, were looking for new ways to support their sponsor Haymes Paint - a unique Australian brand shifting its focus from wholesale to direct-to-consumer sales.
Campaignware delivered a solution that helped the Tigers launch a seamless, cost effective campaign in just 24 hours: saving thousands of dollars and delivering measurable results, all while instilling partner confidence.
The Challenge: Big Ambitions, Limited Resources
Haymes Paint wanted to replicate the magic of a successful AFL campaign. This time, with Wests Tigers as their NRL partner. But the situation was complex:
- Simplicity: Haymes’ marketing team wanted a simple way to produce a proven campaign
- Strategic pressure: The brand was pivoting toward direct to consumer engagement - a tough sell for a premium paint brand with smaller retail visibility than its competitors
- Partner expectations: Both Haymes and the Tigers wanted results, but without the luxury of a fully resourced agency campaign.
- Promotion constraints: The campaign was to run through organic social predominantly.
“Our friends at the Tigers need quick results and a quicker turnaround. We were more than happy to step in to show that we can bridge the delivery gap between sponsor and rightsholder effortlessly.” Adam Mussa, Founder and CEO, Campaignware
The Campaignware Solution: Simplicity, Speed, and Direct Collaboration
With Campaignware, the Tigers reimagined the partnership fulfillment model:
- Direct, collaborative approach: The Tigers worked hand-in-hand with a partner’s brand team, not channeling every detail through an agency or internal bottlenecks.
- Instant setup: Campaignware’s intuitive platform allowed the Tigers to launch Haymes’ lead generation campaign within 24 hours.
- Lightweight, high impact data capture: The campaign focused on capturing key customer info (first/last name, email) for future marketing, while encouraging direct paint purchases.
- Seamless integration: The process was so smooth that even a team low on experience and time could execute with confidence.
“Campaignware understood our partner’s goals from day one, kept everything simple, and made the whole thing stress free. They delivered in one day when it would have normally taken us a week or more.” Emma Michael, Senior Partnerships Manager, Wests Tigers
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Results: Tangible Savings & Satisfied Partners
- Thousands of dollars and days of work saved: By replacing the typical agency workflow, Campaignware enabled the Tigers and Haymes Paint to get a sponsor campaign live at a fraction of traditional costs.
- Fast, measurable outcomes: The campaign delivered qualified leads for Haymes Paint, even with limited promotion.
- Happier clients, less stress: The direct, technology-first approach drastically reduced back and forth, giving both the Tigers and Haymes a better experience.
“The campaign worked exactly as needed. Campaignware let us bypass so many pain points. We wouldn’t hesitate to offer it to sponsors again.” Emma Michael,
Lessons Learned: A Blueprint for Future Partnerships
This case shows that powerful campaigns don’t need to be complex or expensive. By streamlining this process, Campaignware:
- Opens new partnership mode: no more being locked into slow, expensive agency processes
- Builds partner trust with efficient, transparent delivery
- Proves digital sponsorship activations can be fast, stress free, and highly cost effective
Ready to Transform Your Sponsorships?
The Wests Tigers’ success with Haymes Paint proves that modern clubs can deliver premium partner outcomes, even on tight budgets and timelines.
If you’re ready to cut agency costs, accelerate your activations, and delight your partners, let’s talk about how Campaignware can help.
