LOWE STREET THEATRE TO KICK GOALS FOR FOOTBALL FEDERATION AUSTRALIA
Lowe Sydney has 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 current ‘90 minutes, 90 emotions’ brand campaign idea as inspiration, the agency will use 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.
Says Football Federation Australia’s senior marketing manager Peter Jarmain: “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.”
Says Dave Johnson, Lowe Executive Creative Director: “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.
11 Comments
Nice one, looks like it works really well.
Like it. It’s cool.
Wonder how long it took before someone glassed him.
should have a RAGE button. he kicks off, throws cafe chairs, the police come in with the water cannon.
You won’t be jumping up and down tonight Sydney FC Fans!
Who cares about round ball? It’s almost as bad as AFL.
1:21PM – It would then have to be an England fan ‘The Automated Hooligan’
Who did it?
2:39
Pretty much, most of the world, save for a few pockets of egg-heads in New Zealand and New South Wales.
That reminds me, I must remember to enter Cannes.
Fabulous idea. Pity the talent is a pommy git, given the A league is an attempt to create an Australian national sport. But then, you’d have to get an Aussie full of ink before he’d overcome his performance anxiety. Nevertheless, well done Matty C, I assume amongst the footy team of creatives credited, this is one of yours.
M.A.
Nice one. I think it’s an orginial and funny idea and certainly gets the intended message across.