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.
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
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