DiDi has tied fares to attendance length in new AFL campaign by Sunday Gravy.
Research cited by DiDi found nearly one in three AFL fans have left a game early when their team was losing. The ‘Sore Loser Saver’, created by Sunday Gravy as part of DiDi’s official AFL partnership, reduces fares for fans the longer they stay at the ground with higher fares for those who leave before the final siren.
Fronted by coach Kevin Sheedy, the campaign calls out “sore losers with sore loser attitudes”, urging supporters to “sit down and watch your team lose like a champion.”
The campaign was pre-seeded across social, with a staged video of Sheedy telling off Essendon fans for trying to leave the game early. In just 48 hours, the video gathered millions in organic reach, bringing sore losers into the cultural conversation for DiDi to own.
Timed to appear on stadium big screens at three-quarter time, the campaign also rolls out across TV, out-of-home, social, influencer and digital.
“Some of the best nights out are at the footy, and the fun shouldn’t stop at the final siren. Sore Loser Saver rewards those loyal fans who stay until the end, regardless of the score, with cheaper rides to wherever the night take them next,” said DiDi head of marketing Time Farmer.
“The easiest thing to do when your team’s getting beaten is leave. We wanted to make staying the better option, rewarding fans who stick with their team right to the end,” added Sunday Gravy senior creatives Phoebe Joiner and Mary Graham.
Credits:
Client: DiDi
Head of Brand Marketing: Tim Farmer
Senior Marketing Manager: Josh
Dorevitch
Marketing Manager: Dylan Vale
FILM & PR
Creative Agency: Sunday Gravy
PR Agency: Sunday Gravy
Post Production (Offline / Grade and Online): Sunday Gravy
Production Company: EXIT Films
Director: Conor Mercury
DOP: James Haskard
Producer: Luke Kneller
Music Composition: Electric Sheep
Talent: Kevin Sheedy
