Media > Use of Media
GEORGE PATTERSON Y&R, Sydney / CRONULLA SHARKS / 2014
Overview
Credits
Effectiveness
The campaign sent ripples, not just through the Sharks community, but through the entire league and the nation.
11,415,957 saw the content within the first four weeks of what is a season-long campaign, with all major TV networks and news media outlets around Australia featuring it.
Club memberships were up by 16.7% just two games into the season.
Importantly, Sharks fans had something to get excited about again and their opposition definitely knew who was on the menu in 2014.
Execution
We created a campaign called ‘Feeding Time’ which saw two Sharks club legends travel to Cape Town, South Africa, to find the fiercest versions of their famous mascot and then feed their opposition’s jerseys to them.
We used Shark conservationists and documentarians to capture the destruction on film and then used it in interactive films on Youtube, setting the tone for every upcoming game.
These could be shared with friends online as the ultimate pre-game ‘taunt’ throughout the season.
The content also generated game day posters that showed the tattered opposition jerseys and gave fans the chance to use their smartphones to see footage of them getting destroyed.
In-stadium films played out on the big screen, revving up fans before each game and whenever a big hit happened.
The tattered jerseys themselves were framed as memorabilia and auctioned via the club website, with proceeds going to Shark conservation.
Strategy
One of the most popular football codes in Australia is Rugby League. And one of the most popular teams are the Cronulla Sharks.
However, a recent run of bad luck saw the club disgraced, losing revenue and, most importantly, their members and fans.
So, our objective was to launch their 2014 season in a way that would re-ignite their current fans' passion and drive membership among both an existing and new audience.
We decided to dramatise the ferocity and fearlessness that the Cronulla Sharks were known for among their followers by leveraging their mascot in a unique way.
More Entries from Use of Special Events and Stunt/Live Advertising in Media
24 items
More Entries from GEORGE PATTERSON Y&R
24 items