'World's Biggest Game' - FFA Ad
Tuesday, August 4, 2009
FOOTBALL Federation Australia today unveiled a new advertising campaign for the Hyundai A-League competition at the launch of the 2009/10 season.
The campaign reflects a strategic shift in FFA's marketing approach to leverage the world stage of football.
"Market research undertaken by Woolcott Research at the end of last year showed that football fans in Australia take enormous pride in the global nature of the game," said FFA CEO, Ben Buckley.
"Interest in football is on the rise due to the Qantas Socceroos qualifying for next year's 2010 World Cup in South Africa, as well as our bid for the 2018 or 2022 World Cup.
"With the expansion of the Hyundai A-League this coming season, we thought it was important to emphasise these links and draw out the connections.
"The Hyundai A-League is the best way to experience the excitement, passion and emotion of the world's most popular game week-in, week-out."
Buckley said this concept was further enhanced by the return of several Socceroos to the A-League in addition to the entry of Gold Coast United and North Queensland Fury.
He added: "As well as Craig Moore (Brisbane Roar), we also now have Jason Culina (Gold Coast United), Mile Sterjovski, Chris Coyne and Jacob Burns (Perth Glory) all playing in the competition as well as one of the game's legends, Robbie Fowler (North Queensland Fury)."
FFA Chief Commercial Officer, John O'Sullivan, said that the brief to advertising agency Lowe Sydney was to create a campaign that clearly reflected the scale and international nature of football, whilst also highlighting the local version.
"The opportunity existed to continue to build credibility in, and a legacy for, the Hyundai A-League through the strength of football in Australia thanks to the Qantas Socceroos, Adelaide United's performances last year in the Asian Champions League and the bid for the 2018/2022 FIFA World Cup," he said.
"We know that football fans are proud of the fact that football is the one truly global game, and we want to continue to build Hyundai A-League clubs with this natural connection.
"We hope the advertisement encourages fans to ‘think global, act local' when it comes to being part of the football family."
The campaign launched on Fox Sports, free-to-air television, in cinema and outdoors on Sunday night. It is directed by Bruce Hunt and produced by Revolver Films with music by Spiderbait. {#}
The campaign reflects a strategic shift in FFA's marketing approach to leverage the world stage of football.
"Market research undertaken by Woolcott Research at the end of last year showed that football fans in Australia take enormous pride in the global nature of the game," said FFA CEO, Ben Buckley.
"Interest in football is on the rise due to the Qantas Socceroos qualifying for next year's 2010 World Cup in South Africa, as well as our bid for the 2018 or 2022 World Cup.
"With the expansion of the Hyundai A-League this coming season, we thought it was important to emphasise these links and draw out the connections.
"The Hyundai A-League is the best way to experience the excitement, passion and emotion of the world's most popular game week-in, week-out."
Buckley said this concept was further enhanced by the return of several Socceroos to the A-League in addition to the entry of Gold Coast United and North Queensland Fury.
He added: "As well as Craig Moore (Brisbane Roar), we also now have Jason Culina (Gold Coast United), Mile Sterjovski, Chris Coyne and Jacob Burns (Perth Glory) all playing in the competition as well as one of the game's legends, Robbie Fowler (North Queensland Fury)."
FFA Chief Commercial Officer, John O'Sullivan, said that the brief to advertising agency Lowe Sydney was to create a campaign that clearly reflected the scale and international nature of football, whilst also highlighting the local version.
"The opportunity existed to continue to build credibility in, and a legacy for, the Hyundai A-League through the strength of football in Australia thanks to the Qantas Socceroos, Adelaide United's performances last year in the Asian Champions League and the bid for the 2018/2022 FIFA World Cup," he said.
"We know that football fans are proud of the fact that football is the one truly global game, and we want to continue to build Hyundai A-League clubs with this natural connection.
"We hope the advertisement encourages fans to ‘think global, act local' when it comes to being part of the football family."
The campaign launched on Fox Sports, free-to-air television, in cinema and outdoors on Sunday night. It is directed by Bruce Hunt and produced by Revolver Films with music by Spiderbait. {#}
posted @ 8:48 PM,
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