ALLY: “THANK YOU JIMMIE”

Since 2018, we have been an official sponsor of Hendrick Motorsports (HMS) and the No. 48 Ally Chevrolet driven by 7-time NASCAR champion Jimmie Johnson.  As an online bank competing against well-known industry behemoths, generating national brand awareness and creating meaningful consumer engagement opportunities have always been core objectives behind this partnership.  But as a values-based organization with a mission to “do it right”, our aim has been to transcend mere logo presence on a car and use this partnership to authentically contextualize our brand, grow consideration amongst fans and stand out in a cluttered sponsor environment.

When Jimmie announced 2020 would be his final full season competing in NASCAR, it created a frenzy of excitement (albeit bittersweet) throughout the motorsports industry.  As his sole primary sponsor, we had an incredible opportunity, and tremendous responsibility, to ensure this icon of the sport received the official “send-off” he deserved.  Once the news became public, our marketing challenge was clear: how do we capitalize on this generational moment and show fans how Ally “Does it Right”?

In conjunction with HMS, we began creating plans for a send-off tour in each race market – where fans, employees and other stakeholders could participate in experiential celebrations of Jimmie’s career and watch him compete live #OneFinalTime.  The first races featured packed crowds and thousands of fans engaging with Ally-branded events and activities.  We were ready to hit the road for 38 races.  Then the pandemic hit.  NASCAR shut down completely, and when it returned, no fans were allowed at the track.

So how do you properly send off a legend with no racing and no fans?

This submission outlines our approach to that challenge, and in doing so, hopefully demonstrates the tremendous brand and business results that can be achieved when the right partners come together.