We’ve just created a viral campaign for Football Federation Australia, to promote the FIFA World Cup qualifying series. And already it’s the fifth most-watched sports clip in the world on YouTube, and the 54th most-watched clip of all.
 
Many Aussies think that the Socceroos are sure to qualify, so we’ve adopted an unorthodox strategy: we’re promoting the opposition. They’re fierce adversaries capable of knocking Australia out.
 
Check out the Uzbeki training film on YouTube, and you’ll see what we mean. It’s already notched up 180,000 views.
 
Those Aussies who haven’t seen the viral will see a TVC on air (below). We’ve commandeered the training footage for a national TV push to directly promote sales to the game. There will be radio and press advertising in support: the premise is Qualification Just Got Harder, and we’ll be evolving this campaign with follow-up activities for the upcoming clashes with Bahrain and Japan.

Aussie is Australia’s biggest name in non-bank retail financial services, and they’ve just selected us as their creative agency.

Everyone here is thrilled at the result: winning a big pitch is always tough, but winning a client with Aussie’s heritage and presence is especially rewarding.

Stuart Tucker, Aussie’s GM Marketing, said: “Lowe has impressed us since day one of the pitch process and have demonstrated an ability to understand Aussie and its customers, as well as delivering insightful ideas across the business.

We’re looking forward to doing great work - and making a real difference to Aussie’s business.

Lowe has helped create a new landmark for women’s sport in Australia.The agency has launched the new national soccer competition – the Westfield W League – by casting a glamorous new light on Australia’s top female soccer players.

“Girls play soccer differently to guys,” says Tony O’Halloran, Head of Strategic Planning. “Some argue that women’s  football is more ‘skill-centric’ and less about the overt competitiveness and theatrics of male football.”

The result was ‘Football With Style’ – a campaign that mixes the grace and athleticism of women’s soccer with the glamour more often associated with the worlds of music, film and fashion.

The high-energy imagery created by Lowe is now centre-stage at Westfield’s 44 Australian shopping centres, which attract more than 8 million customers per week nationally.

Upstairs at the Lord Nelson Hotel, the staff of Lowe recently got very cozy during their mid-year dinner. A chilly evening ensured there was plenty of red wine consumed – possibly the catalyst for an impromptu breakdancing display performed while the night was still relatively young.

Our Head Strategic Planning Tony O’Halloran and Lowe ECD Dave Johnson recently delivered a combined presentation to The AFA Graduates on ‘The relationship between strategy planning and creative’. The talk was incredibly well received, with feedback from almost every grad being that it was the best agency presentation they had had all year.

Check out The Campaign Brief Creative rankings for 2008, which have us placed at No.3 in Australia, and No.2 in Sydney.

Stocked and ready for Lowe and Rivet’s mid-year festivities!

Lowe is proud to announce the newest instalment in the Carefree Barely There TV campaign. Moving on from the previously successful ‘festival’ TVC, we’ve continued the music theme into the world of night clubs. Shot over two days and two very long nights at some of Sydney’s hottest nightspots, the TVC utilises stop-frame photography to convey the passing of time; a whole night of partying.

Lowe’s ‘Welcome Snoop’ campaign has won a Gold Lion in the Promotions category and a Silver Lion in the Direct category at the 2008 Cannes Festival.

Lowe & Rivet Sydney have won a Silver Clio for Innovative Media, a Silver Clio for Content + Contact and a Bronze Clio for Innovative Campaigns, all for the MTV Networks ‘Welcome Snoop’ campaign.