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  • SUB CATEGORY :
    RESILIENCE THROUGH CREATIVITY
  • ENTRANT COMPANY :
    OGILVY, SYDNEY
  • TITLE :
    'TIL IT’S DONE
  • BRAND :
    THE MATILDAS
  • ADVERTISER :
    FOOTBALL AUSTRALIA
  • AGENCY :
    OGILVY, MELBOURNE
  • CHIEF EXECUTIVE OFFICER :
    SALLY KISSANE
  • MANAGING PARTNER :
    DANIELLE CHAPMAN
  • CLIENT - GENERAL MANAGER – MARKETING :
    NICOLE ZOSH
  • CHIEF CREATIVE OFFICER :
    TOBY TALBOT
  • EXECUTIVE CREATIVE DIRECTOR :
    HILARY BADGER
  • GROUP CREATIVE DIRECTOR :
    SHARON CONDY
  • CREATIVE DIRECTOR :
    JOSH MURRELL
  • PRODUCER :
    HAYDEN WELLS
  • CLIENT - CREATIVE MANAGER :
    RYAN OSTLE
  • DESIGNER :
    GABBIE-JOY OCELLO
  • EDITOR :
    PATRICK O'FARRELL/MATHEW ZAMMIT
  • CLIENT - MID-WEIGHT DESIGNER :
    RYAN CHAU
  • SENIOR ACCOUNT DIRECTOR :
    JAIME WRIGHT
  • CLIENT - MARKETING MANAGER – WOMEN’S FOOTBALL :
    ARITH RANASINGHE
  • CLIENT - HEAD OF MARKETING, COMMUNICATIONS & CORPORATE AFFAIRS :
    PETER FILOPOULOS
  • MEDIA AGENCY :
    GROUPM, MELBOURNE
  • NATIONAL HEAD OF INVESTMENT :
    CLAIRE BUTTERWORTH
  • CAMPAIGN SUMMARY :
    On the eve of 100+ years in the shadows, the Matildas, Australia’s under-rated and under-supported women’s soccer team, took a perfectly timed event and turned it into a tipping point for lasting change.

    The breakthrough was in elevating their heroic performance at the first-ever Australian-based World Cup into a rallying cry that ignited and unified the whole nation’s passion.

    ‘Til It’s Done’ was embraced as a defiant and spirited mantra that forged a new path for equality, support, and funding, long after the confetti had settled on the pitch.

    The message was loud and clear. We don’t rest, Til It’s Done.

    Til Australia takes notice…12 consecutive sold out matches post the Cup.
    Til boys are wearing our jerseys…Matildas jerseys are now selling at double the value to the Socceroos.
    Til women’s football gets funded…$134M secured in funding.
    Til we leave a legacy…no we’re not quite done there!
  • CREATIVITY/IDEA/INSIGHT :
    THE NEW NATIONAL VERNACULAR: ‘TIL IT’S DONE’
    We needed a way to tell the story of the Matildas - who they were as a team, what they stood for - and we found it, right there in their name: TIL…‘Til It’s Done’.

    Three words perfectly encapsulated the Matildas’ refusal to quit until they’d created the platform for change. And although winning the World Cup was a part of it, the ‘Til It’s Done’ mantra was much bigger than the scoreboard.

    It summed up everything the team stood for AND it gave the nation a shared language to reconnect as a society once more, with the Matildas at the heart of this.
  • STRATEGY :
    CONNECTING WITH 25 MILLION AUSSIES
    We started to unpack the nation’s irrational passion and support of a given sport. After extensive analysis of national sporting archives, we uncovered that it's not about the sport itself, but about what it represents about the nation at its best.

    For Australians, only one value spoke to this: the belief that everyone deserves a ‘fair go’.

    THE MOOD OF THE NATION HAD FALLEN
    Unfortunately, the ‘fair go’ belief had recently dampened. We were no longer united. COVID had created a distance, physically and emotionally. Socio-economically we were struggling and there was dis-satisfaction with an “out of touch” government. And then there was our sports…

    In the cricketing world, our team were caught cheating in a ball-tampering scandal. Our basketball team were ejected for participating in a brawl with the Philippines team. And finally, our top tennis player, Nick Kyrgios, was fined by Wimbledon for verbal abuse.

    What was once a source of great pride that united us, was now polarising us even further.

    PLAYING FOR A PLATFORM
    Aussies needed to be united and believe once more; and nobody embodied ‘fair go’ quite like the Matildas.

    Whilst others grandstand about supporting inclusivity, and buckle at the last minute, the Matildas do not.
    Whilst others remained radio silent, the Matildas supported Canada’s fight for equal pay.

    Where others faltered, the Matildas stood strong for their beliefs. A team of unconditional integrity, championing ‘fair go’ in every sense.

    And so, our strategic opportunity: use the visibility of the World Cup to unite the nation behind the Matildas, and in turn, secure a bigger, fairer future for women’s soccer.

    THE STRATEGY
    Unite our nation by transforming the journey of the Matildas from a group of players into a rallying call for change.
  • EXECUTION :
    LAUNCHING WITH AN ANTHEM
    A hero TVC set the scene for ‘Til It’s Done’ – documenting the Matildas' heroic and never-ending quest. This wasn’t just about victory on the pitch, it was about making a broader impact.

    In tandem, we deployed mass OOH coverage. Each creative highlighted a player and their ambition, not just for the World Cup, but for the future of women’s soccer.

    REIGNITING THE CHALLENGER SPIRIT
    As mentioned previously, ‘fair go’ represents both competitiveness and camaraderie. The engagement phase of our campaign was designed to tap into this passionate challenger spirit. As well as create memorable experiences that made Aussies feel like they were more than just spectators.

    We executed a series of activations; OOH placements that featured the Matildas jerseys and soccer balls – all signed by the team – and waiting to be discovered by fans. Clues were given across our Instagram channel. Fans that did find their jersey or soccer ball could then keep it as their own piece of the legacy.

    THE LOSS THAT TRIGGERED A CULTURAL SENSATION
    When the team were knocked out of the semi-finals, we took things to the next level, showing Aussies that this was bigger than the World Cup…it was about shaping what the next 100 years of women’s soccer would look like.

    We developed a visual that was disseminated across OOH, digital and print. It featured a long list of the team’s achievements. Everything the Matildas had already achieved was crossed off.

    But there were more achievements on that list that weren’t crossed off yet. Because the World Cup was not the end of the road. It was just the start! The poster catapulted our campaign from sports to a broader cultural conversation.
  • RESULT :
    3. BRAND – OVERTURN PUBLIC INDIFFERENCE
    Target: Achieve at least 13.14% campaign recall.
    Result: ‘Til It’s Done’ campaign messaging achieved an average recall rate of 61% across all activity.

    As mentioned, we had to overturn an overwhelming indifference amongst the general public. We used campaign recall rates to measure our impact and aimed for the highest benchmark (BVOD) within the entertainment & media category, which sits at 13.14%.

    We exceeded this with a staggering 61% recall rate average of ‘Til It’s Done’ campaign messaging.

    2. MARKETING – INCREASE MATCH ATTENDANCE
    Target: Increase post-Cup attendance, from 43% to 70% stadium capacity. And 486K viewership average.
    Result: Post-Cup attendance increased to 100% capacity, across the ENTIRE match calendar for 2023 and 2024.

    Additionally, viewership average on broadcast increased to over 970K.

    Previously, the Matildas all-time high match attendance was 43% capacity. We wanted to increase this to at least 70% for post-Cup matches.

    We far exceeded this, reaching 100% capacity for the remaining non-WC matches across 2023 and 2024 (that’s 12 games in total all sold-out!!!!).

    The results for broadcast were equally astounding. We gave ourselves the challenge to double our former record of 243K back in 2019 to 486K for post-Cup matches.

    Amazingly, matches AFTER the World Cup achieved an average viewership of over 970K!

    1. BUSINESS – REVERSE FUNDING DECLINE
    Target: Reinstate annual funding from $1.55M to $6M.
    Result: Funding increased to $33.5M annually till 2027 ($134M in total across 4 years!).

    RETURN ON INVESTMENT
    In total our campaign investment was $400K. When we subtract this from the funding received from government ($33.5M) for 2024, this leaves us with an ROI of 269%.
  • DESCRIPTION OF HOW THE CREATIVE SOLUTIONS RELEVANT AND/OR APPROPRIATE FOR THE CAMPAIGN AND TARGET. :
    The willingness to fight for equality was within every Australian; the missing piece was making it easy and centralising this advocacy.

    Consequently, the Matildas and their story was embraced by a nation unified behind a single purpose – we keep going Til It’s Done. We don’t shut up Til It’s Done.

    The team went from hand-me-down uniforms to their jerseys selling at double the value to their male counterparts; signifying how we had overturned public perception and improved the trajectory of women’s soccer, for good.