Australian Football League (AFL) DM SUMMER'S MADE YOU SOFT by GPY&R Sydney

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Industry Sports Teams & Events
Media Direct marketing
Market Australia
Agency GPY&R Sydney
Director Angus Sampson
Executive Creative Director Ben Coulson
Art Director Paul Meates
Copywriter Evan Roberts
Producer Edward Pontifex
Released January 2010

Credits & Description

Category: Direct Response Broadcast: TV, Radio & Infomercials
Date of First Appearance: Feb 1 2010 12:00AM
Entrant Company: GEORGE PATTERSON Y&R, Melbourne, AUSTRALIA
Executive Creative Director: Ben Coulson (GPY&R)
Art Director: Paul Meates (GPY&R)
Copywriter: Evan Roberts (GPY&R)
Agency Producer: Luisa Peters (GPY&R)
Director: Angus Sampson (Otto Empire)
Executive Producer: Jo de Fina (Otto Empire)
Producer: Edward Pontifex (Otto Empire)
Group Account director: Michael Napolitano (GPY&R)
Account director: Amber Addams Williams (GPY&R)
Marketing Integration Manager: Kelly Ryan (AFL)
Media placement: TV Campaign - 4 Spots - Fox Sports - 1 February 2010

Describe the brief/objective of the direct campaign.
The brief was to get all Australians, who at the time were in beach mode, excited about the return of Aussie Rules football and get them to attend the pre-season competition (The NAB Cup). The problem was that the pre-season competition is known for being lame. Players don't go as hard because they don't want to get injured and winning the pre-season competition simply doesn't have the same significance the real season has. A simple strategy was employed: AFL is back and you need it in your life.

Explain why the creative execution was relevant to the product or service.
Australian Rules Football has been toted as the hardest, fastest, highest most intense game in the world. In a league of its own. So if anything is going to stop you being soft, it's AFL.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We needed big turnouts all over the country. The one thing that all Australians had in common was that they were all still in holiday mode and weren't thinking about football at all. Being the first AFL Australians had seen since September, the campaign revolved around the idea that Summer has made you soft. And in order to harden back up, you needed to get some AFL. This gave every Australian a reason to get to the football. And to get to it quick.

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.
The result was the highest overall attendance levels for the pre-season competition ever. Up 12% on 2009. Nowhere was the success of this campaign more prevalent than in the heartland of Rugby League, Blacktown Sydney. It’s enemy territory for AFL and we sold out every, single match.