The Challenge: Amplify the emotion inherent in the AFL with the power of reflection and search, and by doing so demonstrate how Google helps Aussies connect with the sports they love.
Progress is worth searching for.
Idea
Using the power of Google data we unlocked a season theme of progress and inclusivity.
Strategy
The campaign launched 48 hours prior to Grand Final day with a 2 minute film distributed via YouTube in combination with one of sport’s biggest ever social seeding strategies – seeing 15 current and former players simultaneously upload the film across Facebook, Instagram and Twitter. Come Grand Final day, the YouTube masthead was utilised for the long form video, whilst a 60” iteration was played out in the AFL FTA broadcast on Channel 7.
Results
Organic views: 380k
118K Engagements
4.22% Engagement rate
3K Shares
Distributors: 18 players & former players
Hero
60 second Iteration
Credits
- Client: Google
- Creative & Production: Emotive
- CEO: Simon Joyce
- CSO: Tyler Wilson
- Business Director: Sarah Clifton
- Group Creative Director: Ben Clare
- Executive Producer: Hayley-Ritz Pelling
- Head of Distribution & Analysis: Jamie Crick
- Sound: Rumble Studios
- Music Track: Montaigne, Glorious Heights – Sony Music Australia (master) & BMG (publishing)
- VFX: White Chocolate