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2017

You’ve Gotta Have a Team: Bringing the next generation of fans into Hyundai A-League

Agency

BMF

Client

Football Federation Australia

Awards

Gold

Insight & Strategic Thinking

Silver

Travel, Leisure & Media

Bronze

PR Led Campaign

Summary

Football had a unique problem in Australia. It’s the most played sport amongst kids, yet only 42% of players under 15 supported a Hyundai A-League team. Our challenge was to convert this passion for the game into fandom. We needed to convince kids “You’ve Gotta Have a Team”. Enter Yoshi, a football-mad kid without a team. Yoshi went on a 21,000km journey so all the teams could compete to win his support. The results: 115+ pieces of bespoke content; an ROI of $1.25; the biggest broadcast deal in the sport’s history; and a new generation of football fans.

Case study

2017 Travel– Leisure & Media – You’ve Gotta Have a Team: Bringing the next generation of fans into Hyundai A-League

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Credits

Senior Planner / Author	Sarah Hood
Head of Planning / Author	Ali Tilling
Executive Creative Director	Cam Blackley
Art Director	Harry Neville-Towle
Art Director	James Sexton
Designer	Dan Pritchard
Senior Planner	Sarah Hood
Client Services Director	Daniel Lacaze
Account Director	Will Woods
Account Manager	Siena Shuttler
Content Production Manager	Brooke Mather
Director, Editor and Senior Producer	Brad Goosen
Head of TV	Jenny Lee-Archer
Editor	Al Moore
Director of Photography	Brad Conomy	Freelance
Director of Photography	Pat Frischknecht	Freelance
Head of Marketing, Digital	Rob Squillacioti	Football Federation Australia
Senior Marketing Manager	Jessica Laycock	Football Federation Australia
Digital Content Executive	Alen Delic	Football Federation Australia