WHOSE SIDE OF THE LINE by UM for Football Federation Of Australia (ffa)

WHOSE SIDE OF THE LINE

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Industry Sports Teams & Events
Media Promo & PR, Case study
Market Australia
Agency UM
Director Christopher O'keefe, Anton Pardavi
Released August 2009

Credits & Description

Category: Best Use of Newspapers
Advertiser: FOOTBALL FEDERATION AUSTRALIA
Product/Service: GOLD COAST VS BRISBANE
Date of First Appearance: Aug 1 2009 12:00AM
Entrant Company: UM, Sydney, AUSTRALIA
Communications Strategist: Lauren Cassar
Account Manager: Hugo Cutrone
Buyer: Briar Rowsell
Director: Christopher O'Keefe
Client Services Manager: Natalie Harvey
Consultant: Tristan Hay (Football Federation Of Australia)
Senior Manager/Marketing: Peter Jarmain (Football Federation Of Australia)
Marketing Coordinator: Kate Gillmer (Football Federation Of Australia)
Director: Anton Pardavi (Prodeuce)
Media placement: Newspapers - Brisbane Courier Mail, Gold Coast Bulletin - 02/08/2009
Media placement: Street posters - 200 posters in Brisbane Metro Region - 02/08/2009
Media placement: PR (press) - Brisbane Courier Mail, Gold Coast Bulletin - 02/08/2009

Results and Effectiveness
Harnessing the unspoken rivalry between Brisbanites and Gold Coastians was a successful move. Our activity served to drive 19,902 match attendees; 108% greater than the previous average attendance at a first-grade soccer match at the same ground (9,588). Plus 138,000 TV viewers. Furthermore, our activity, whilst impactful, did not come at a huge expense. With a spend of only AUS$21,368 the cost per match attendee came in at a mere AUS$1.07! And whilst the record books touted Gold Coast as the winners 3-1, it’s obvious that with the unprecedented crowd attendance the FFA were the real winners on the day.

Creative Execution
The first local derby was the perfect time to unearth this territorial rivalry given the teams’ adjoining territories could be marked out on a map. Our strategy: Harness the unspoken rivalry was leveraged via the campaign front “Whose side are you on?” We used a combination of localised media to create a sense of omnipresence, set our own context and humanise the campaign. Activity included a media first in the only state newspaper. We used the spine of the paper as a representation of the boundary between the rivals and surrounded the execution with contextually relevant content. We staged PR stunts where players marked out the halfway point between the two cities and taunted each other at the campaign launch. As a result, coverage was secured in metropolitan and local press. Messaging was further reinforced through street posters to capture peoples’ attention en route to work or home.

Insights, Strategy & the Idea
In August 2009 the Football Federation of Australia (FFA) staged the first ever soccer match between rival Queensland state clubs Brisbane and Gold Coast. We needed to drive attendance to a match that had no historical guarantee of quality entertainment. Moreover, we were to generate appeal in a state where soccer was still in its infancy and dominated by Rugby League, Rugby Union and AFL! Queenslanders encompass all of the dubious Australian stereotypes and are immensely proud of their state (think Crocodile Dundee times 4.4 million). Beyond this exterior, they’re even more loyal to the region that they come from. In fact, Queenslanders believe that their local area is better than the rest, but without fuel, this rivalry just bubbles below the surface. This local derby was not so much about the calibre of football being played but the satisfaction fans would get from rubbing their rivals' noses in the proverbial shit when they won.