Australian Cricket Captain, Ricky Ponting and the Rexona Men’s team have launched a new campaign: ‘Ricky’s Million Ball Mission’. Rexona Men Sport and Ricky Ponting are challenging Australian men to “get up, go out, and play more sport to build up a sweat”. Ricky’s Million Ball Mission kicked off last week with a live PR launch.
Lowe are responsible for the ATL communications, including: TV and print ads.
Here at Lowe Sydney we have invoked the magic of Street Theatre to drive ticket sales for the Hyundai A-League Football Finals Series for the Football Federation Australia.
Using the ‘90 minutes, 90 emotions’ brand campaign idea as inspiration, we used actors to bring to life the various emotions fans go through when watching football in popular Sydney and Brisbane public spaces.
Passers by will be able to choose from ‘Joy’, ‘Passion’, ‘Elation’, ‘Tension’, ‘Worry’, or ‘Despair’ and then have the actor play out that emotion.
Football Federation Australia’s senior marketing manager Peter Jarmain said “With our target demographic being 16-24 year olds, it’s crucial we think outside of traditional media and seek out other means to resonate with our target audience through online and experiential”. This campaign provides a truly unique way to articulate the crowd atmosphere and range of emotions experienced at the Hyundai A-league. It’s a great extension to our existing TVC and print media.
Dave Johnson Lowe Executive Creative Director said “When taken out of the context of a stadium, a football fan’s behavior is really pretty extraordinary, so by literally taking a singular fan and placing him on a street corner amongst our target, we were really able to amplify the range of emotions that the game elicits to huge effect.
“What I love about the Interactive Fan is that the interactivity is totally fake. The idea that passers by can instigate certain emotions in a fan just by pushing a pedal is ridiculous, but this proved to be a most irresistible and entertaining draw card” said Johnson.
The interactive fan will also be pushed out virally and forms part of the finals series campaign supported by TV, radio and print.
Tony Wright, the London-based Chairman of Lowe, is arriving in Sydney this weekend.
We’re looking forward to Tony’s visit because his thinking has a big impact in the real world. In the last three months, he’s led Lowe to major account wins against the toughest international agency competition. These include the giant China Mobile company and the international Signal toothpaste and Magnum ice cream brands.
Tony was recently named as one of the world’s best 5 planners by the influential UK magazine Campaign. And in his previous role as Chief of Planning and Strategy for Ogilvy & Mather, he created the ‘360 Degree Branding Toolkit’ - widely recognised as the leading model for integrated marketing.
Tony will be in Sydney for the week, meeting with Lowe clients, key influencers and the media.