Afl Football Team: "Game Signatures" Case study by George Patterson Y&R

Advertiser AUSTRALIAN FOOTBALL LEAGUE
Product 2011 FINALS SERIES
Entrant GEORGE PATTERSON Y&R Melbourne, AUSTRALIA
Type of Entry Sales Promotion: Use of Media
Category Event & Field Marketing
Title GAME SIGNATURES
Sales Promotion/Advertising Agency: GEORGE PATTERSON Y&R Melbourne, AUSTRALIA
Ben Coulson George Patterson Y/R/Melbourne Executive Creative Director
Chris Northam George Patterson Y/R/Melbourne Creative
Evan Roberts George Patterson Y/R/Melbourne Creative
Michael Napolitano George Patterson Y/R/Melbourne Group Account Director
Gene Kingi George Patterson Y/R/Melbourne Producer
Describe the brief from the client:
BRIEF Create awareness and hype for the 2011 Australian Football League - Finals Series.
Describe how the promotion developed from concept to implementation:
SOLUTION We created Game Signatures, a series of 'autographs' created from GPS player data. Throughout the Finals Series, players wore GPS trackers creating unique signatures as they played. A custom built ink plotter then drew the signature from the data, which the player then signed. Posters of the best performances were released each week of the finals with the promotion culminating in a one-off Game Signature of the Grand Final's best player (MVP).
Describe the success of the promotion with both client and consumer including some quantifiable results:
The promotion created a huge buzz around the finals and resulted in the highest attendance in the history of the sport. Due to popular demand, Game Signatures is now set to become annual Official AFL Merchandise. The original signatures sold at auction for over $6000 each, with all proceeds going to charity.
Explain why the method of promotion was most relevant to the product or service:
The promotion created a huge buzz around the finals and resulted in the highest attendance in the history of the sport. Due to popular demand, Game Signatures is now set to become annual Official AFL Merchandise. The original signatures sold at auction for over $6000 each, with all proceeds going to charity.