We positioned Australia as a losers’ paradise, the perfect place to escape the limelight if your team has just lost the Superbowl.

When the final whistle blew we launched our online content through Facebook and Instagram. With North America talking about nothing other than the Superbowl, through a vox pop film we documented Australians’ lack of knowledge, and interest, in anything American Football related, thus making it the perfect place for fans of the losing team to visit.

4.5million Reach (KPI 1.2m)

900k views (KP 500k)

$0.03 cost per view (KPI 0.04)

186% increase in visits to North American website (YOY)

86% increase in visits to Canadian website (YOY)

22% increase in revenue (North America) (YOY)

84% increase in revenue (Canada) (YOY

Website

Despite going live so late in the day (6pm PST / 9pm EST post-game as intended) traffic was up YOY on both POS, with Canada POS in particular showing significant growth. The campaign landing pages saw 186% increase in traffic YOY in Canada, and an 86% increase in traffic in the US. Consumer interaction with the video placement in particular was high, however we believe that these consumers were in the dreaming and planning stage so did not immediately convert. We plan to build audiences from these placements and continue to retarget them in future campaigns.