How Lowe pulled off its Brisbane footy stitch-up
Here’s a great piece of video from Lowe Sydney on how they bamboozled Brisbane Roar fans into handing out presents bedecked in wrapping paper taking the mickey out of their team. Genius.
Credits:
- Advertising Agency: Lowe Sydney, Australia
- Creative Director: Simon Cox
- Art Director: Dave Gibson
- Copywriter: Nathan Lennon
- DoP: Lee Mariano
- Agency Executive Producer: Lisa Brown
- Agency Producer: Jake Heath
- Account managers: Nathan Qualiey, Guy Lovell
Hat-tip: Ads of the World
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Haha thats a great concept and love the case study video, good to see there are new ways to create viral campaigns using traditional offline mediums such as wrapping paper. But i want to know how do you top that for next year?
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Got another video? removed by user.
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https://www.youtube.com/watch?v=JHOJ-F94ylo&feature=player_embedded
very good :))
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I couldn’t find the link but I saw it earlier here for those that want to watch…
its a hoot! Great use of FREE media. Looks like it worked its boots off
http://www.bestadsontv.com/out.....p?id=26456
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Pats on backs to you guys for getting the client to go with the BIG idea…
Nice to see something new!
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Lovely creative idea & use of free media but I’d love to know if it was this alone that accounted for a 7,000 (175%) lift above the average attendance.
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Try this: https://www.youtube.com/watch?v=3BesxHHaqSc
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Thanks, AAF: Updated.
Cheers,
Tim – Mumbrella
Brilliant! I love the way that everyone is so impressed with the “free media” aspect and the ROI of this campaign being measured in said “free media”… umm… this is what PRs do on a daily basis but no one gives us such a big pat on the back! Not to sound bitter, because honestly, this is a fantastic idea.
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Let me preface this by saying that I am a Brisbane Roar season member…
I think that this was an excellent bit of promo, but the reason the crowd numbers were so big for GCU was because of the 6,000 Brisbane fans who regularly attend games at Suncorp travelling down the coast (as they would have anyway, it’s not so far to go!).
While the media coverage certainly is impressive and makes for a neat little case study, I dare say the stunt failed to bring along any casual supporters for either team.
Meanwhile, why are GCU using an interstate agency? Plenty of good agencies in QLD they could be using…
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Roar v GCU, Round 1, Suncorp Stadium (Roar home game)
Crowd: 19,902
Roar v GCU, Round 10, Suncorp Stadium (Roar home game)
Crowd: 8,882
Roar v GCU, Round 21, Skilled Park (GCU home game)
Crowd: 10,024
I’m pretty sure the extra 1150 people that turned up between Round 10 and Round 21 were Brisbane hardcore fans who would have made the trip anyway…
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Hilarious and brilliant.
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a roaring success
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Absolute genius.
Sometimes the best ideas are low tech and cheap.
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I’m with Dan. I’m a huge Brisbane Roar fan and had been waiting all year for the Boxing Day derby at the Gold Coast. The crowd attendance was very unlikely to have been due to the campaign – as clever as it was.
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Victory will shit it in this year!
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Sorry, if I were the client I would have said no. Even in the video they say no one noticed the paper. Who’s going to notice the paper on Christmas day? And who makes plans for boxing day during the unwrapping of presents on Christmas day? They could have at least printed something along the lines of ‘bring this wrapping to the game and BOGOF’. It would then be measurable! But then again, if the whole idea wasn’t to get people to go to the game but to get us to talk about it then I guess it worked. But that’s more PR than media. They should have just given out 500 tickets as Christmas presents. PS. Go Sydney.
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as Dave said, this is what PR’s have been doing for years!
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