CLIENT
Football Federation Australia
Rob Squillacioti, Head of Marketing, Digital & Fan Engagement, Football Federation Australia
Jessica Laycock, Senior Marketing Manager, Football Federation Australia
AGENCY
Sarah Hood, Senior Strategic Planner & Author, BMF
Alison Tilling, Head of Planning & Author, BMF
Cam Blackley, Executive Creative Director, BMF
Christina Aventi, Executive Planning Director, BMF
Harry Neville-Towle, James Sexton, Creative Team, BMF
Dan Lacaze, Will Woods, Siena Shuttler, Account Management Team, BMF
Brad Goosen, Director, BMF
Jenny Lee-Archer, Brooke Mather, TV & Content Production Team, BMF
SUMMARY
The Hyundai A-League was about to enter their 12th season. But this couldn't be just a regular season launch. We needed a complete change in audience and approach. By discovering how Football was upending the traditional sporting legacy we were able to ensure Season 2016/17 launched with incredible success. It generated over $10 million in earned media, and 238 million media impressions, but most importantly saw an increase in over 150,000 new fans.
