Football Federation Australia: You've Gotta Have a Team – Bringing the next generation of fans into the Hyundai A-League

This case study shows how the Football Federation of Australia aimed to encourage people to support a Hyundai A-League (HAL) team in order to help its overall vision of making football the largest sport in Australia.

Campaign details

Agency: BMFAdvertiser: Football Federation AustraliaCategory: PR-Led Campaign

Executive Summary

Football had a unique problem in Australia.

It's the most played sport amongst kids, yet only 42% of players under 15 supported a Hyundai A-League team.

Our challenge was to convert this passion for the game into fandom.

We needed to convince kids "You've Gotta Have a Team".

Enter Yoshi, a football-mad kid without a team.

Yoshi went on a 21,000km journey so all the teams could compete to win his support.

The results: 115+ pieces of bespoke content; an ROI of the...

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