SBS receives multicultural award
SBS’s World Cup campaign has won the Advertising and Communication category at the Multicultural Marketing Awards.
“We specifically developed the campaign to resonate with people from non-English speaking backgrounds and celebrate football’s cultural diversity. It was the biggest multi-lingual, multi-platform campaign in SBS’s history and it demonstrates the dedication of SBS to celebrating Australia’s cultural and linguistic diversity,” said marketing director Jacquie Riddell.
The campaign ran across TV, radio, print and online, in 22 languages. It included a series of 15-second vignettes that featured the “biggest fan” from each World Cup participating nation sharing their passion for the game in their own language (subtitles featured for languages other than English), as well as media releases and print ads in the Italian, Greek and Spanish newspapers.