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Agency: M&C Saatchi
Client: Optus Sport
Anthony Moss, ECD, WhiteGREY Melbourne:
We love our sport. But if it’s not ours, we’re not that interested. Fancestry tapped into third-party data to build interest among a new audience for an otherwise unfamiliar sport. The executions were fun, interesting and very shareable. The results speak for themselves at a time when more Aussies than ever are cutting the cord with pay TV networks and opting to access their content and sport from other sources. Including free to air TV even. There’s a great creative data story here and it might also interest the judges in the direct category.