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Festival of Creativity
27 - 29 September 2017
Singapore

Category

Award

IT'S YOUR CALL

Grand Prix

Case Film

Presentation Board

Client3AW
CategoryB03. Use of Social in a Direct Marketing Campaign
TitleIT'S YOUR CALL
Product/ServiceSPORTS RADIO
Entrant Company WHYBIN\TBWA GROUP MELBOURNE, AUSTRALIA
Advertising Agency WHYBIN\TBWA GROUP MELBOURNE, AUSTRALIA
Credits
Name Company Position
Scott Whybin Whybin/TBWA Group Melbourne Chief Creative Officer
Paul Reardon Whybin/TBWA Group Melbourne Executive Creative Director
Damian Royce Whybin/TBWA Group Melbourne Creative Director
Matt Stoddart Whybin/TBWA Group Melbourne Art Director
Mark Jones Whybin/TBWA Group Melbourne Art Director
Pat Sofra Whybin/TBWA Group Melbourne Art Director
Ashwin Gopal Whybin/TBWA Group Melbourne Copywriter
Rob Hibbert Whybin/TBWA Group Melbourne Copywriter
Jim Taylor Whybin/TBWA Group Melbourne Copywriter
Matt Chiodo Whybin/TBWA Group Melbourne Account Director
Jo Hardy Whybin/TBWA Group Melbourne Account Director
Fiona Bradshaw Whybin/TBWA Group Melbourne Account Executive
Paul Arena Whybin/TBWA Group Melbourne Digital Strategic Planner
Dave Keating Whybin/TBWA Group Melbourne Head of Digital Production
Ray Jeremiah Whybin/TBWA Group Melbourne Designer
Lucy Kavanagh Whybin/TBWA Group Melbourne Digital Producer
Kim Vincent Whybin/TBWA Group Melbourne Print Production
Stephanie Leddin Whybin/TBWA Group Melbourne TV Producer
Tom Lock Whybin/TBWA Group Melbourne Editor
Tabata Piccinelli Whybin/TBWA Group Melbourne Editor

Describe the brief from the client:

The ‘It’s Your Call’ campaign made 3AW Football Radio relevant to a whole new audience by connecting fans directly to our commentary team, comprised of football legends. Through our branded Facebook page, we asked football fans to create and submit their own football commentary calls and gave them a chance to directly influence the LIVE game commentary on 3AW Football Radio.

Creative Execution:

Vivid, off-the-wall radio commentary has always been a hallmark of Australian Rules Football. With ‘It’s your call’, we reminded football fans that radio commentary could be more colourful than any screen. Using the 3AW Facebook page, we asked fans to create and submit their own hilarious footy commentary calls before each week’s big game. And each week, the funniest and most entertaining submission was used during LIVE game commentary. 3AW commentators also engaged with fans directly by recording all their favourite calls and posting them back on Facebook. Calls that earned the most kudos on Facebook were featured in our print and radio ads.

Describe the creative solution to the brief/objective.

We knew we couldn’t rely solely on radio advertising to attract new listeners when they’re locked in on another station. We needed to go where the footy fans were. To spread the word about this unique opportunity, we leveraged the Australian Football League’s large fan base on Facebook. We also targeted fans of the football teams playing in each week’s big game, to spur on participation based on sporting rivalries.

Describe the results in as much detail as possible.

Footy fans were all over it “like seagulls around a potato cake”. Daily engagement on 3AW Facebook page increased 140% and average daily reach increased 280% (Source- Facebook Insights). We turned participants into listeners, gaining 72,000 unique listeners during the football season. 3AW Football went from 3rd and slipping, to Australia’s number 1 rated sports radio station (Source- GfK Group).