Effies
Australia
How SBS Won by Shirking Category Orthodoxy and Boldly Going Where Only It Can
Agency
Droga5 ANZ - Part of Accenture Song
Client
SBS
Awards
Bronze
Insight & Strategic Thinking - Campaigns $1-5 million
Finalist
Travel, Leisure & Media
Case Study
Summary
Entering its 50th year, SBS faced the billion-dollar Streaming Wars and its biggest battle for relevance. Once the daring home of "Sex Before Soccer," it was perceived as an earnest, educational broadcaster. To win back audiences and prove their value to advertisers, they couldn’t play it safe. The platform, "We Go There," repositioned SBS as the playfully provocative antidote to algorithmic entertainment and category marketing orthodoxy. The campaign proved SBS’ value to viewers, increased consideration, drove new viewership and helped SBS grow unique advertiser client count.
Case study
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Credits
| Jane Palfreyman | Chief Marketing and Commercial Officer | SBS |
| Joel Noble | Head of Creative | SBS |
| Uma Oldham | Head of Marketing and Media | SBS |
| Becky Honey | Project Lead | SBS |
| Lauren Phelan | Marketing Manager | SBS |
| Peter Jeffs | Creative Manager | SBS |
| Amanda Galkin | Producer | SBS |
| Ben De Castella | Head of Strategy / Author | Droga5 ANZ, part of Accenture Song |
| Kit Lansdell | Head of Effectiveness / Co Author | Droga5 ANZ, part of Accenture Song |
| Matt Michael | Chief Executive Officer ANZ | Droga5 ANZ, part of Accenture Song |
| Tara Ford | Chief Creative Officer APAC | Droga5 ANZ, part of Accenture Song |
| Belinda Drew | Chief Client Officer | Droga5 ANZ, part of Accenture Song |
| Barbara Humphries | Executive Creative Director | Droga5 ANZ, part of Accenture Song |
| Sam Dickson | Creative Director | Droga5 ANZ, part of Accenture Song |
| Cameron Bell | Creative Director | Droga5 ANZ, part of Accenture Song |
| Lennie Galloway | Associate Creative Director | Droga5 ANZ, part of Accenture Song |
| Thomas Gledhill | Associate Creative Director | Droga5 ANZ, part of Accenture Song |
| Penny Brown | Head of Production | Droga5 ANZ, part of Accenture Song |
| Elliot Liebermann | Senior Producer | Droga5 ANZ, part of Accenture Song |
| Samar Karim | Senior Business Director | Droga5 ANZ, part of Accenture Song |
| Damien Shatford | Director | The Sweetshop |