Effies
Australia
Selling the game, by not selling the game
Agency
R/GA Australia
Client
A-Leagues
Awards
Bronze
Innovative Media or Channel Solutions (inc. Media Partnerships)
Summary
Facing years of A-League attendance declines, urgent intervention was required to secure the future of the game. This case shows the impact of breaking away from sports marketing best-practice to produce disproportionally effective results.
Selling ‘the contest’ to the same sports fan audience in the same traditional channels with a fraction of the budget of competitors wouldn’t return growth. A-Leagues found a new pool of fans, and engaged with them in a new way. Instead of creating an ad campaign about football, a cultural movement that inspired Australia’s next generation to play their own way, on and off the pitch - Here Come The Future.
Case study
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Credits
| Seamus Higgins | CCO APAC | |
| Victoria Curro | Managing Director | |
| Claire Waring | Executive Creative Director | |
| Ben Newman | Associate Creative Director | |
| Ben Miles | VP, Executive Creative Director, Brand Design & Consulting, APAC | |
| Justin Phang | Creative Director | |
| Henry Cook | Design Director | |
| Jane Duru | Verbal Design Director | |
| Louis Johanson | Senior Designer | |
| George Robertson | Group Director, Client Services | |
| Lauren Butterfield | Group Account Director | |
| Kyle Belcher | Head of Content | |
| Josh Agnew | Account Director | |
| Heather Sheen | Head of Strategy | |
| Jon Holloway | Executive Strategy Director | |
| Scott McKinnon | Senior Strategist | |
| Callum James | Senior Social Strategist | |
| Matt Vanderberg | Social Media Manager | |
| Erin Moy | Executive Producer | Entropico |
| Gabriel Gasparinatos | Director | Entropico |
| Adam Ireland | General Manager | BRING |
| James Griffiths | Executive Creative Director | BRING |
| Chris Russell | Brand Partnership Director | BRING |
| Danny Townsend | CEO | A Leagues |
| Ant Hearne | CCO | A Leagues |
| Rob Nolan | Director, Marketing & Data | A Leagues |
| Damaris Treasure | Director of Strategic Communications | A Leagues |
| David Davutovic | Football Consultant | A Leagues |
| Angela Colless | Head of Fan Engagement | A Leagues |
| Nathan Sammut | Senior Marketing Manager | A Leagues |