AUSTRALIAN FOOTBALL LEAGUE
You Make The Game
The hardcore AFL fanbase felt disillusioned. Ticket prices had gone up, the game was seen as becoming more of a corporate event and it was easier to watch it on TV. All these thing combined started to affect attendance.
The truth is, what happens on the outer is just as exciting and important than what happens on the field. Behind every incredible goal, sensational mark, every nail biting game is a passionate crowd. Which is why we created a season launch ad that didn’t show a second of game play, instead we turned the camera on the true heroes - the fans.
Throughout the rest of the season we targeted fans with team specific executions via outdoor at games, high foot traffic areas, in the AFL footy records and club communication.
We also used club social media as a way to engage fans, by using various historic moments associated with each club.
We asked supporters that were in the stands for these iconic moments, to share in the comments their memories of being at the game, creating conversation amongst fans.
The campaign struck a chord with fans old and new. Resulting in fans flocking back to games and feeling a more positive sentiment towards the AFL overall.
Broke records in AFL season attendance
$1+ million in earned media
6+ million social media impressions