GET A GUERNSEY by GPY&R Sydney for MELBOURNE FOOTBALL CLUB

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GET A GUERNSEY

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Industry Sports Teams & Events
Media Direct marketing
Market Australia
Agency GPY&R Sydney
Executive Creative Director Ben Coulson, Julian Watt
Art Director Paul Meates, Ant Simmons
Released April 2010

Credits & Description

Category: Loyalty/Continuity Schemes
Advertiser: MELBOURNE FOOTBALL CLUB
Product/Service: MEMBERSHIP DRIVE
Agency: GPY&R SYDNEY
Date of First Appearance: Apr 8 2010 12:00AM
Entrant Company: GPY&R SYDNEY, AUSTRALIA
Executive Creative Director: Ben Coulson (GPY&R Melbourne)
Executive Creative Director: Julian Watt (GPY&R Sydney)
Writer: Alex Wadelton (GPY&R Sydney)
Art Director: Ant Simmons (GPY&R Sydney)
Writer: Evan Roberts (GPY&R Melbourne)
Art Director: Paul Meates (GPY&R Melbourne)
Account Director: Adrian Mills (GPY&R Melbourne)
Media placement: Online - Website - 8 April 2010
Media placement: Online - Facebook - 8 April 2010
Media placement: Onine - Twitter - 8 April 2010
Media placement: TV Ad - At Ground - 10 April 2010
Media placement: At Ground Video Auditions - At Ground - 10 April 2010
Media placement: Run Through Banner Promotion - At Ground - 17 April 2010
Media placement: EDM - Email - 20 April 2010
Media placement: Winners Press Conference - Channels 7, 9, 10, ABC, One HD - 23 April 2010
Media placement: Winners Game Day Experience - At Ground, On TV - 24 April 2010

Describe the brief/objective of the direct campaign.
The Melbourne Football Club is the world's oldest professional football club. However for the last few years, the club has languished on the bottom of the Australian Football League. Their was a need to re-invigorate the club's supporters and get them excited about staying or becoming fully paid up members of the club. The target audience was drawn from a mix of existing, lapsed and potential members of the Melbourne Football Club. The strategy was to reward loyal members, and entice lapsed or potential members to join up with the Melbourne Football Club with an exciting promotion.

Explain why the creative execution was relevant to the product or service.
Supporters of the club feel like they are a part of the team. They ride the club's ups and downs in a very personal way- it's almost like they're in the team themselves. A lot of sporting clubs claim that their supporters are a part of the team via hypothetical analogies. But, we took it one step further and actually put two members into the official team. This is the first time in the world that a team has ever done such a thing.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The solution was a world first- to name two members in the official team. The desired outcome was to sign up the most amount of members in the club's history, whilst rewarding loyal members.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Through the use of contra media, PR and the club's existing website, facebook and twitter as well as a variety of at game activity, the cost of the promotion was $0. The promotion helped the club break all previous records for membership, reaching 30,030 at last count. This is an increase of more than 900 over the previous year at the same time.