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.
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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What a great idea, hats off too Lowe for this one. They have tapped into a big community online, being soccer fans. It is now the 8th most viewed sports clip globally this week!
However one thing to note is that although the 185,000 number looks impressive when you drill down to it, only 1,600 of these views can be from Australia.
The 19th most viewed video in Australia is BetEzy.com.au tips with a bikini clad girl (https://www.youtube.com/watch?v=CyyeWssEbGU) that has only had 1,657 views global views you would assume that they are solely Australian. The Uzbek video is 27th most viewed in Australia.
I am sure this will rise when the Australian Soccer Community get a hold of this.
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This is very similar to the Ronaldinho “Touch of Gold” ad for Nike that did the rounds about 5 years (doesn’t anyone else remember?).
27 million views, not bad ….
https://www.youtube.com/watch?v=lsO6D1rwrKc
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