1 2
 
 
  • SUB CATEGORY :
    BEST USE OF AUDIO
  • COMPANY ENTERING :
    BASHFUL, SYDNEY
  • TITLE :
    SMARTWIG, POWERED BY THE STAR
  • BRAND :
    THE STAR SYDNEY
  • ADVERTISER :
    BASHFUL
  • AGENCY :
    BASHFUL, SYDNEY/TSE, SYDNEY
  • TSE CEO :
    PAUL KIND
  • BASHFUL CEO :
    SIMON BOOKALLIL
  • CREATIVE DIRECTOR :
    TIM CHENERY
  • COPYWRITER :
    DAN BARRETT/JASON KEMPEN
  • ART DIRECTOR :
    DAN IERACI
  • ACCOUNT DIRECTOR :
    CHRIS LEFFERS
  • STRATEGIC PLANNING DIRECTOR :
    GUY MARSHALL
  • THE BRIEF :
    THE STAR WANT TO BE FAMOUS FOR TAKING GREAT SPORTING EXPERIENCES AND MAKING THEM EVEN BETTER. WITH THEIR 24 HOUR SPORTS BAR, SPORTS EVENTS AND ON GROUND ACTIVATIONS FOR VIP’S THEY ARE FULLY IMMERSED IN THE WORLD OF SPORT. THE OBJECTIVE OF THIS BRIEF WAS SIMPLE; MAKE THE STAR THE MOST TALKED ABOUT SPONSOR OF THE BLUES ON GAME NIGHT DESPITE SOME BIG SPENDING, ALREADY VERY FAMOUS COMPETITORS. THE STAR WANTED THIS FAME TO ACHIEVE TWO THINGS FOR THEM; INCREASE AFFINITY WITH THE BRAND AMONG ORIGIN FANS. DRIVE VISITATION TO THE VENUE AMONG ORIGIN FANS.
  • THE STRATEGY :
    CHALLENGES: FIRST; THE STAR HAD SPONSORED BLATCHYS BLUES. WHILE THIS WAS QUITE AN HONOUR, THEY FELT A LITTLE REMOVED FROM THE MAIN EVENT, THE GAME ITSELF. SECOND; WHILE BLATCHYS BLUES ARE AUSTRALIA’S LARGEST SUPPORTER GROUP THEY WERE ALSO IN DECLINE WITH SEVERAL YEARS OF NEGATIVE GROWTH. THIRD: THE STAR WERE LOOKING TO BRAND A GRASSROOTS SUPPORTER GROUP, A FRAUGHT EXERCISE. IT HAD TO BE DONE IN A WAY THAT FELT AUTHENTIC TO THE CUSTOMS OF THE TRIBE. GUIDING PRINCIPLE: BREATHE NEW LIFE INTO A TIRING PROPERTY BY TRANSFORMING THE GAME VIEWING EXPERIENCE IN AN AUTHENTIC, BRANDED WAY.
  • THE EXECUTION/THE EXECUTION & CRAFT :
    IF THE STAR WERE GOING TO REFRESH AND RE-ENERGISE THE BLATCHYS BLUES AS BOTH A SUPPORTER GROUP AND A SPONSORSHIP OPPORTUNITY THEY NEEDED TO REVOLUTIONISE THE THING THAT MADE THE GROUP FAMOUS, THEIR BLUE WIG. INTRODUCING THE WORLD’S FIRST SMARTWIG, POWERED BY THE STAR UNDER THE HOOD OF THIS FAMILIAR ICON IS A SERIOUS UPGRADE. IT CONNECTS BLATCHYS DIRECTLY TO SMARTWIG RADIO FEATURING SIX HOURS OF CONTENT HOSTED BY BLUES LEGENDS FLETCH AND HINDY.
  • THE RESULT :
    WE MADE 12,000 SMARTWIGS AND SOLD THEM ALL, DOUBLE THE NUMBER OF REGULAR WIGS SOLD THE PREVIOUS YEAR. SMARTWIG GENERATED
    5.5 MILLION DOLLARS WORTH OF FREE MEDIA, INCLUDING FEATURES ON NATIONAL TV, NATIONAL RADIO, THE FRONT PAGE OF AUSTRALIA’S MOST POPULAR NATIONAL NEWSPAPER AND DOZENS OF PRESS AND ONLINE ARTICLES AUSTRALIA WIDE. AMONG ORIGIN FANS EXPOSED TO THE CAMPAIGN, POSITIVE SENTIMENT TOWARD THE STAR INCREASED FROM 24% UP TO AN EXTRAORDINARY 58%. (NIELSEN) AND THERE WAS A WHOPPING 67% UPLIFT IN PAST FOUR WEEKS VISITATION AMONG ORIGIN FANS. (NIELSEN)