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...