Back flipping Japanese next Socceroo target
Mumbrella is getting rather used to receiving mysterious emails from the foreign sounding names pointing to YouTube footballing videos.
We’ve already covered the so-called fearsome teams of Uzbekistan (356,000 views) and Bahrain (3,300 views), and now comes a note from “Satoshi Sasaki” talking up the Japanese opposition who visit the MCG on June 17.
The videos are part of Lowe’s strategy for Football Federation Australia of talking up the opposition in the hope of persuading Socceroos fans the games are worth seeing and that World Cup qualification is not a walkover.
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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Timbo question for you; What are your thoughts on receiving these emails from fake account holders, when you know who is behind it?
Would you rather receive them from someone at the agency or this fake account holder?
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Interesting question which deserves more thought than I’ve given it up to now.
I get them from time to time (for instance, I had one recently trying to push the start of Virgin Mobile’s Vanilla Ice nearly-viral). But the very fact that it’s being sent to a journalist who writes about marketing tells you instantly that seeding is going on.
Because it’s so clearly bogus, I don’t think it makes me more likely to write about it than if it came as a more traditional press release or up-front tip-off.
Usually, I don’t necessarily know which agency is involved – in this case though, Lowe have written about it on their blog and if memory serves someone from the agency also tweeted me a link to the first video.
If anything, I’m slightly less likely to write about a video when the tip-off is from a bogus address because I’m writing about the marketing aspects. So the less info I have on strategy, who’s involved etc, the less material I have to write about. Sometimes the old skool press release or upfront tip-off can still generate more coverage!
Cheers,
Tim – Mumbrella
The Bahrain video now shows 88,442 views so far…
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Thanks, Karizmatic, I must ahve been looking at a duplicate version with that number…
Cheers,
Tim – Mumbrella
As an avid football fan with a good knowledge of our upcoming opponents I really like the strategy here (although I’m not so sure about the fake email address but that’s a seperate issue). From a consumers POV I’d say that this takles the idea that the WC Qualification matches will be a doddle for the Socceroos with just the right amount of tongue in cheek attitude and positions Football as a really strong challenger brand.
I’ve had friends who aren’t as enlightened on the round ball game ask me “Wow, are the Uzbeks really that good?” which shows that at the very least it’s creating discussion.
I guess the final judgement though will be in the number of bums on seats at the games.
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The vids are obviously fake and I think the use of a fake email address from someone obviously pretending to be Japanese (or maybe they are) just ads to the story.
Surely they don’t honestly believe that you think they are legit – especially when this is the 3rd one?
The story isn’t real and the emailer is just a character in it. Suspend belief and enjoy the fantasy.
I think the fact that it comes from a pretend Japanese address makes it better than just sending it from an agency account.
However, the same type of story – shots of them and their skills – is a bit tired. They need a new angle.
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Hey Tim,
I was a face in the crowd at the Supper Club the other night, you did a really good job, nice one.
Back to the anon emails debate instigated by Julian, emails from a anonymous address should add to the pitch if anything. This ad coming from a Japanese e-mailer helps it appear more genuine and less agency driven – in a way it’s not misguiding exactly it’s just dressing-up the pitch. It’s obviously a fake. Surely nobody believes that a keeper can save two balls, one with each hand, while diving (Bahrain) or strike a vase with a ball whilst in a backward flip, can they?
In my humble opinion, the agency has done a stellar job here communicating the game by using their opposition, which nobody really knows too much about. Hinging their strategy on the unknown team enables Lowe’s to use all their full creativity to produce humorous, engaging and entertaining ads. exactly what they have accomplished. Whatever the original brief, I’d bet my rented apartment this ad ticked every box.
I look forward to watching and sending around the next one!
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Full disclosure – I work at Lowe although not on the campaign in question.
Given that Mumbrella’s responded to all the invitations positively and that Lowe have been open about their involvement from the start I don’t think we should get caught up on the email address that’s being used. I do think Julian’s comment is a valid one but probably as Tim’s reply suggests – highlights the occasions where the opposite occurs (agency’s trying to get coverage by hiding behind the ‘creative pretense’ of their campaign).
What I find striking is that when I launched campaigns in 2002-03 (before MySpace and Wikipedia were household names), it was seen as the only way to communicate (ie ‘in character’). Now this is labeled ‘fake’ and quickly reported on the SMH homepage. Is this just because the web no longer accommodates anonymous interaction – or that the actions of those way back when exploited the ability to say in character?
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I blogged the Uzebk video because I thought it was interesting and a different approach.
I have received the emails mentioned above, but have deleted every single one assuming it was spam – not for a moment connecting it with the Uzbek video from Lowe. Had it been from somebody at Lowe I would have watched them and perhaps shared.
Another example showing the importance of transparency.
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Matthew makes a very pragmatic point. I wonder if I’ve missed writing posts because random emails didn’t make it past my spam filter.
But sitting on the fence, Jeremy makes an excellent point too.
To compare it to another channel, I remember going to the ADMA Awards a couple of years back (before they ruined it by turning it into a dry event – but that’s another story). On the way up the red carpet was a crowd of “fans” asking for autographs – it was obvious to all concerned that they were actors, but it would have been disappointing indeed if they dropped out of character when the arrivals tried to talk to them.
I certainly didn’t feel I’d just experienced something fake. it was part of the experience. I wonder if that’s the equivalent.
Or does it come down to intent? Is the reason for sending out messages in a funny name intended to deceive or, to use Adam Ferrier’s words in the Witchery incident, being playful?
Cheers,
Tim – Mumbrella