BMF And FFA Tell Aussies ‘You’ve Gotta Have A Team’ Ahead Of Hyundai A-League

BMF And FFA Tell Aussies ‘You’ve Gotta Have A Team’ Ahead Of Hyundai A-League
SHARE
THIS



The Hyundai A-League has kicked off another exciting season, and this time it comes with an integrated campaign from BMF that hopes to motivate the millions of Australians who play football to get on board, show their colours and pick a Hyundai A-League team.

The underlying message of the spot is that Aussie families need someone to support, because ultimately ‘You’ve Gotta Have a Team’.

A whopping 2.18 million Australians participate in grassroots football, but research shows that more than half of kids aged 15 years and under don’t support a Hyundai A-League team.

So BMF enlisted 10-year-old Yoshi, the hero of the story and the ultimate illustration of the opportunity football has to unlock the untapped army of football fans all over the country. He was picked from hundreds of video entries after BMF and the FFA reached out to their Football Family database.

After playing in a spring football comp last year, Yoshi fell in love with the game. Much to his father’s indifference, he defected from AFL, has immersed himself in football and is now on the hunt for a Hyundai A-League team to call his own.

Over the past few months, all 10 clubs have stepped up their on-field rivalry and gone head-to-head to vie for Yoshi’s support. Yoshi, who shook the hands of Hyundai A-League captains, high fived over 90 hero players, travelled over 15,000 kms and took more than 1600 photos, visited the clubs and gave them each the opportunity to win his support.

BMF and FFA worked with the clubs to tailor ‘once in a lifetime’ experiences for Yoshi that showed off the club’s strengths.

They varied from club to club and included big name stars, such as Caltex Socceroos Coach Ange Postecoglou, Caltex Socceroos leading goal scorer and new Melbourne City FC marquee signing Tim Cahill, celebrity Chef George Calombaris and the voice of Australian football legend and Fox Sports personality Mark Bosnich.

Cam Blackley, BMF executive creative director said, “The strategy was simple, convince kids to add a Hyundai A-League badge to the portfolio of other teams from other codes they follow.

“I think the two things that define this campaign are the authenticity of the little legend we found Yoshi, and the transparent way he drilled every club, giving the players a bit of stick along the way. I’ve no doubt we’ll find a lot of new fans with You’ve Gotta Have a Team this season.”

Rob Squillacioti, head of marketing, digital & fan engagement at FFA, added, “More people play football than any other team sport. There are more players, more teams and more clubs in more suburbs across the land.

“The game is woven into the fabric of our society and the Hyundai A-League represents the ultimate expression of this passion, excitement and belonging that is unique to football.”

The integrated campaign includes TV, Cinema, Outdoor, Radio, Digital, SEO, ten club content films and more than one hundred pieces of video content for social. Hyundai A-League fans can also follow Yoshi’s journey so far and are encouraged to lobby for Yoshi’s support via social media, presenting their case for Yoshi to join their team using the hashtag, #ALeague.

Yoshi is still in the process of selecting a team, and he will fly around the country over the coming weeks to watch all the clubs in action and experience the atmosphere at some of the biggest games of the season.

CREDIT LIST
Client: Football Federation Australia
Head of Marketing, Digital & Fan Engagement: Rob Squillacioti
Senior Marketing Manager: Jessica Laycock
General Manager, Media & Communications: David Mason
Fan Engagement Manager: Vanessa Bolzan
Digital Marketing Manager: Joy Yeo
Digital Content Executive: Alen Delic
Creative Agency: BMF
Executive Creative Director: Cam Blackley
Art Director: Harry Neville-Towle
Copywriter: James Sexton
Designer: Dan Pritchard
Client Services Director: Dan Lacaze
Account Director: Will Woods
Account Manager: Siena Shuttler
Executive Planning Director: Christina Aventi
Planner: Sarah Hood
Head of TV: Jenny Lee-Archer
Directors: Brad Goosen, James Sexton, Harry Neville-Towle
Senior Producer: Brad Goosen
Content Production Manager: Brooke Mather
Editors: Brad Goosen, Adam Khamis, Nick Gulliver, Luke McCauley, Josh Searle, Kelly Searancke
Music & Sound Production: Rumble Studios
DoP: Brad Conomy, Pat Frischknecht
Sound Recordist: Richard Teague
PR Agency: Frank PR
Media Agency: Mediacom
SEO and Digital media: Switch Digital

Please login with linkedin to comment

hyundai a-league Samsung

Latest News

Ogilvy Unveils NSW Government’s Latest COVID PSA “Little Things”
  • Campaigns

Ogilvy Unveils NSW Government’s Latest COVID PSA “Little Things”

Ogilvy’s latest campaign for the NSW Government, “Little Things”, dramatises the idea of the little things that everyone should be doing to make a big difference to COVID safe life this winter. The OLV, social, radio, digital and OOH campaign was brought to life by creating miniature worlds, where COVID safety objects became the hero […]

Reconciliation Australia Launches National Reconciliation Week Campaign Via Carbon Creative
  • Campaigns

Reconciliation Australia Launches National Reconciliation Week Campaign Via Carbon Creative

Reconciliation Australia and Carbon Creative will launch National Reconciliation Week 2022 tomorrow, Friday, 27 May (running through to 3 June) with the theme ‘Be brave. Make change.’ The theme and campaign, developed by social change creative agency Carbon Creative in collaboration with emerging Torres Strait Visual Artist Tori-Jay Mordey, challenges all Australians—individuals, families, communities, organisations, […]

Pearman Media Appoints Tara Lamond As Group Business Director
  • Media

Pearman Media Appoints Tara Lamond As Group Business Director

Pearman Media has announced the appointment of Tara Lamond as group business director. “With experience on both the media and agency sides, including a stint in London, Tara brings a wealth of advertising and media expertise to this role, and we are thrilled to welcome her on board,” said Pearman Media founder and managing director, […]

Beyond the Rainbow: How Brands Can Better Connect with LGBTQIA+ Consumers All Year Round
  • Opinion

Beyond the Rainbow: How Brands Can Better Connect with LGBTQIA+ Consumers All Year Round

In this guest post, Jonathan Munschi (pictured below), head of sales for Twitter Australia, says initiatives such as Mardi Gras and Pride month give brands the ideal platform to connect with the LGBTQIA+, but, Munschi asks, why ignore the rest of the year? It’s time for brands to rethink their approach to LGBTQIA+ inclusive marketing. […]

Opinion

by B&T Magazine

B&T Magazine
Today Is National Sorry Day
  • Media

Today Is National Sorry Day

B&T would like to take time out from the usual programming to acknowledge National Sorry Day today.

‘The Sims 4’ Now Lets You Use Your Own Pronouns For Your Characters
  • Technology

‘The Sims 4’ Now Lets You Use Your Own Pronouns For Your Characters

The latest entry in EA and Maxis’ life simulation series, The Sims 4, has released a new update which allows players to customise their character’s pronouns. This new feature is available only in the English version of the game for the time being, with the developers saying that they will soon release it for other […]

Former Havas Head Of CX Michaela Aguilar Joins Martech Firm Acoustic
  • Technology

Former Havas Head Of CX Michaela Aguilar Joins Martech Firm Acoustic

Acoustic, a marketing cloud, digital experience and lifecycle pricing and promotion technology solution provider, announced today that Michaela Aguilar has joined the team as head of business partnership ecosystem. In her new role, Aguilar will be responsible for business development and expansion, working with partners and the Acoustic team to create new revenue opportunities in […]

Bastion Asia Solidifies Its Strategic Partnership With Adventi, Shanghai
  • Marketing

Bastion Asia Solidifies Its Strategic Partnership With Adventi, Shanghai

Asian marketing communications agency Bastion Asia has announced a strategic partnership with one of Shanghai’s leading PR agencies, Adventi, to drive greater digital and marketing innovation for Australian brands seeking to engage with Chinese audiences. Adventi, a marketing and communications agency specialising in luxury brands, is known for bringing some of Europe’s biggest luxury brands […]

Engine Creative Brings Innovation To The Lost Person Poster Using Modern Day Technology
  • Campaigns
  • Technology

Engine Creative Brings Innovation To The Lost Person Poster Using Modern Day Technology

Engine Creative has reinvented the missing person poster – re-thinking the standard design and introducing a high-impact live portrait – for UK charity Missing People to coincide with International Missing Children’s Day. The striking, high-tech digital posters show a ‘live’ image of the missing person appearing to move their eyes, smile and make facial expressions. […]

LinkedIn Puts The Spotlight On Indigenous Australians In The Workplace With New Campaign By Campfire X For Reconciliation Week
  • Campaigns

LinkedIn Puts The Spotlight On Indigenous Australians In The Workplace With New Campaign By Campfire X For Reconciliation Week

LinkedIn, the world’s largest professional network, has today launched the latest iteration of its #ConversationsForChange initiative with a new content series in partnership with Indigenous-led creative consultancy, Campfire X. The three-part series, titled ‘Change Starts With’, aims to highlight the often subtle, everyday moments that can impact Indigenous Australians in the workplace. The campaign encourages […]

Metarise Create Innovation With Australia’s First-Ever Web3 Incubator
  • Technology

Metarise Create Innovation With Australia’s First-Ever Web3 Incubator

Collective Campus, Australian innovation consultancy and start-up accelerator, is spinning off Metarise – a web3 venture fund and tokenized start-up accelerator focused on bringing web3 projects to life across Asia-Pacific. Having run numerous web2 accelerators in partnership with brands such as Microsoft, Village Roadshow, Charter Hall, and Mills Oakley, Metarise’s ANZ Launchpad will be run […]

TikTok Unveils A Whole New Field Of Marketing Opportunities Through #TikTokMadeMeBuyIt
  • Campaigns
  • Technology

TikTok Unveils A Whole New Field Of Marketing Opportunities Through #TikTokMadeMeBuyIt

The popular video sharing platform TikTok is showing agencies its unique potential as a place to share their products with its latest #TikTokMadeMeBuyIt campaign, which is becoming increasingly appealing with audiences and users. During the pandemic, TikTok became one of the breakout social media outlets, rapidly rising in account numbers as people all across the […]