Football Federation Of Australia (ffa) Publicidad exterior, Digital, Case study Football Federation Australia: The Missing 'H' 303Lowe Sydney

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Football Federation Australia: The Missing 'H'

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Sector Equipos deportivos
Media Ambiente, Digital, Case study
Mercado Australia
Agencia 303Lowe Sydney
Publicado junio 2009

Premios

Cannes Lions 2009
Media - Gold

Creditos y descripciones

Type of Entry: Use of Media
Category: Best Use of Special Events and Stunt/Live Advertising
Title: THE MISSING 'H'
Advertiser/Client: FOOTBALL FEDERATION AUSTRALIA
Product/Service: INTERNATIONAL FOOTBALL
Entrant Company: LOWE SYDNEY, AUSTRALIA
Advertising Agency: LOWE SYDNEY, AUSTRALIA
Creative Credits
Name Company Position
Dave Johnson Lowe Sydney Executive Creative Director
Nathan Lennon Lowe Sydney Writer
Dave Gibson Lowe Sydney Art Director
Charna Rifai Lowe Sydney Agency Producer
Kris Rees Lowe Sydney Editor
Nathan Quailey Lowe Sydney Group Account Director
Guy Lovell Lowe Sydney Senior Account Manager
Details
Results and Effectiveness:
In just 24 hours the Ghanaians’ appeal snowballed into a national TV news story, with interviews on various morning shows and primetime news segments around the country. They were also the topic of discussion on numerous blog sites around the globe. In under 48 hours the Ghanaians had been exposed to hundreds of thousands of people, giving the FFA $250,000 worth of media value for a budget of only $15,000. And all of this translated into a 50% increase in ticket sales in only three days. With the profile of football in Australia still growing, any results that indicated support for the game was immensely important for the FFA, who are currently driving Australia’s bid to host the 2018 FIFA World Cup.
Creative Execution:
Our solution was to turn the usual sports marketing paradigm on its head. Rather than focus on garnering support for Australia we focused on making Ghana the focal point. Our idea was to create a fake Ghanaian fan club, intent on spelling the word ‘GHANA’ on their chests. But due to the lack of Ghanaians in Australia they couldn’t find a fifth member, and were hence missing the “H”. So we sent them onto the streets of Sydney, where they appealed to the public to attend the game and be their missing “H”. While our idea began as a piece of ambient media, the interest it generated meant that it channelled into other forms of media, such as online blogs and live television e.g. interviews on national news programmes.
Insights, Strategy and the Idea:
The target audience were not true football fans but rather the broader group of sports loving Australians who are fickle when it comes to deciding what matches they go to; tending to only make an effort to attend “draw card” games. The real barrier was that they simply didn't care about Ghana. Ghana was an unknown country at the other end of the earth with no meaning, no personality and no face. We had to do something that made them feel connected to the opposition team. Ticket sales had reached a plateau with patriotic Aussies, so any insight that could drive ticket sales with our broader target was considered relevant by the client. For our target audience, igniting some personality into an opposition team they had never even thought about was a highly novel way to focus their attention on what looked to them like a non-event match.