The brief was to drive more unique visitors to the site to experience another facet of the Fox Sports brand. The objective was to make people visit the Fox Sports web site when they want to know about sports news. Target audience: Sports Lovers - Aussie men who love sport: most Aussie blokes in other words. They actively search out information on their favourite sport as well as sports they know will be big, newsworthy events. They want to be told where they can get another fix of sports knowledge.