Mid January saw the Australian Football League (AFL) launch a new brand positioning for AFL Women’s prior to the kick off of the NAB AFLW Competition.
The GenW Platform was created to showcase the diverse group of people that form the AFLW’s growing and incredibly passionate fan base and the launch campaign is running across television, digital, social, out-of-home, social and press.
The inclusive creative features people from all walks of life and demographic segments: from older women who never got a chance to play, to young girls relishing the opportunity to participate at the elite level.
The creative idea, developed in partnership with agency Clemenger BBDO (Melbourne), is that GenW celebrates the growing community of passionate AFLW fans – whatever their background.
The GenW TVC features people from all levels of football, from the grassroots to the elite, who are part of the groundswell that forms female football
The campaign launched with a TV commercial, features people from all levels of football, from the grassroots to the elite, who are part of the groundswell that forms female football.
The spot was amplified across the rights holder’s digital and social channels
and was supported by additional social media pieces.
Most creative executions drive viewers to find out more about becoming part of GenW by visiting the league’s website at womens.afl.
The campaign will also activate at matches throughout the new NAB AFL Women’s season – which opens on 2 February.
“AFLW is for everyone – young, old, male, female. It’s brothers playing alongside sisters, the dad who is proud, the women who never got to play and those who show us they can,” said AFLW & Female Football marketing manager Katie Hynes at the launch event.
“GenW is a term that encapsulates the many and varied individuals that come together to make female football the force it has become. It is an opportunity to emphasise that women’s football is much bigger than the game itself.”
Clemenger BBDO Melbourne senior copywriter Hilary Badger added: “It’s important that we celebrate the strong and fabulous women and girls who play AFLW. But how amazing to have the chance to hero the community behind those women too. The production itself also celebrated women’s ability, from two women producers to a writer and the director.”
Comment:
This strikingly inclusive and open initiative follows in the footsteps of the AFL’s women’s league launch campaign back in 2017 which saw it reinvent it’s classic “I’d Like To See That” tagline for the women’s game (see case study).
Links:
Women’s AFL
https://www.facebook.com/aflwomens
https://www.instagram.com/aflwomens/
https://www.youtube.com/channel/UCui2LJ0N-Zi7Uw_sHyE5kgQ
AFL
http://australianfootballleague.tumblr.com/
https://www.instagram.com/AFL/
Clemenger BBDO Melbourne
https://www.clemengerbbdo.com.au/en
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