Ad Nut
Oct 7, 2016

Australian football clubs vie for a 10-year-old's allegiance

Campaign addresses kids who love playing the game but don't have a favourite Hyundai A-League team.

This campaign seeks to address a specific problem for Australia's Hyundai A-League: Although lots of kids play football (soccer, not to be confused with Aussie-rules football), not enough of them go on to become engaged fans of the country's top professional league.

To be precise, 2.18 million Australians participate in grassroots football, but research shows that less than half of kids under 15 support a Hyundai A-League team, according to Football Federation Australia and its agency, BMF.

Thus we have 'You've gotta have a team', a just-launched campaign that includes TV, cinema, outdoor, radio, digital, SEO, 10 online films and more than 100 pieces of video content for social media. 

The whole thing hinges on a 10-year-old kid named Yoshi. According to BMF, he was picked from hundreds of video entries to take part in the campaign. He has since travelled 15,000 km, spending time with each of the league's 10 sides and giving each one "the opportunity to win his support".

The agency seems to have made a good choice, as the kid appears genuine and relaxed on camera. Ad Nut wonders whether he'll really choose one team over the others in the end.

CREDITS

Client: Football Federation Australia
Head of Marketing, Digital & Fan Engagement: Rob Squillacioti
Senior Marketing Manager: Jessica Laycock
General Manager, Media & Communications: David Mason
Fan Engagement Manager: Vanessa Bolzan
Digital Marketing Manager: Joy Yeo
Digital Content Executive: Alen Delic

Creative Agency: BMF
Executive Creative Director: Cam Blackley
Art Director: Harry Neville-Towle
Copywriter: James Sexton
Designer: Dan Pritchard
Client Services Director: Dan Lacaze
Account Director: Will Woods
Account Manager: Siena Shuttler
Executive Planning Director: Christina Aventi
Planner: Sarah Hood
Head of TV: Jenny Lee-Archer
Directors: Brad Goosen, James Sexton, Harry Neville-Towle
Senior Producer: Brad Goosen
Content Production Manager: Brooke Mather 
Editors: Brad Goosen, Adam Khamis, Nick Gulliver, Luke McCauley, Josh Searle, Kelly Searancke
Music & Sound Production: Rumble Studios 
DoP: Brad Conomy, Pat Frischknecht
Sound Recordist: Richard Teague

PR Agency: Frank PR
Media Agency: Mediacom
SEO and Digital media: Switch Digital

Ad NutAd Nut is a surprisingly literate woodland creature that for some unknown reason has an unhealthy obsession with advertising. Ad Nut gathers ads from all over the world and presents them for your viewing pleasure. Because Ad Nut loves you.

Need more ads? Visit Ad Nut's colleagues: Campaign UK | Campaign US | Campaign India | Campaign Turkey | Campaign Middle East

 

Related Articles

Just Published

13 hours ago

PHD Indonesia wins Vivo’s media duties

The OMG media agency unseated the local incumbent and three other challengers to win the pitch.

15 hours ago

Dentsu admits to bid-rigging in Tokyo Olympics; ...

Dentsu joins rivals Hakuhodo and ADK in admission to collusion in the widening Tokyo Olympics bid-rigging and bribery case, but says there is "no factual basis for claims any employees have been arrested."

15 hours ago

Google announces Bard, it's answer to rival ChatGPT

Google is taking on ChatGPT and pre-empting Microsoft's move to integrate ChatGPT into its Bing search engine.

16 hours ago

40 Under 40 2022: Rogier Bikker, MediaMonks

Bikker’s USP lies in pushing creative boundaries to bring fresh ideas to the table that are deeply rooted in local Chinese culture, and always executed at a high level of craft.