Lowe’s Socceroo strategy: promote the opposition

Lowe Sydney has created a campaign designed to promote the challenge the Socceroos face in their World Cup qualifier with Uzbekistan next month.

Based on the premise “qualification just got harder”, it features what appears to be training footage of the Uzbeki team placing a series of shots bang on target. An unbranded video of the team in training has already garnered 186,000 views on YouTube, along with speculation in the comments thread about how real the footage is.

There is also a TVC version along with radio and press advertising aimed at selling seats for the April 1 game. The TVCs also make use of the voiceover of John Aloisi scoring the penalty that took the team to the 2006 World Cup.

The aim of the campaign is to challenge the assumption from many fans that qualification is a walkover – Australia currently sits at the top of the qualification group and has already beaten Uzbekistan away.


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