A simple, minimalist traditional print execution or a subtle summary of a fan’s online day?
You decide!
Early October saw Hawthorne Hawks shirt sponsor iiNet run a single execution newspaper ad campaign on the morning off the Australian Football League (AFL) team’s Grand Final clash with Freemanetle Dockers.
On first viewing the campaign, which ran nationwide in The Australian newspaper, was a dull looking list of website URLs.
On closer inspection it was an online prediction of how the big match day for Hawks’ fans might evolve across the web.
The web addresses, art directed in the team’s signature yellow and brown colours, began with an early morning pre-match wake-up call and evolves through the day highlighted how a fan’s web history might look.
Sites range from checking the team’s own homepage, to perusing local store food and drink online offers in preparation for a big game barbeque, to creating a LastFM team song setlist, to a Grand Final cyber quiz site, AFL fan forums and Flickr pages and a Twitter search on the hastag #bestgrandfinalever.
The execution includes both sponsor and team logos and ends with the tagline: ‘For your big day, however it pans out’.
The work, which was developed by agency Meerkats and created by Paul Coghlan and Jon Jungwirth, ran in the Saturday morning paper before the AFL Grand Final clash between the iiNet sponsored Hawthorn and the Fremantle Dockers.
Hawthorn beat Fremantle by 15 points to win the 2013 AFL Premiership.
Comment
A clever and timely activation idea that draws a neat contrast between the traditional media and the cyberlife of a committed and connected Hawks fan.
A case of innovative copy writing without actually writing a single piece of copy!
Broadband/ISP, mobile and entertainment brand iiNet signed up as Principal Partner to the Hawthorne Hawks earlier in 2013.
Hawthorn, one of the bigger and more successful AFL clubs with 60,000-plus members and even more supporters, is known for its passion and tactical innovation – values that iiNet aims to leverage through its sponsorship.
‘We are delighted to have an organisation the calibre of iiNet partnered with the Club, as the close synergies between our respective brands makes for a great fit and will deliver wide-reaching benefits for both organisations,’ says Hawthorn Football Club CEO Stuart Fox.
The three-year deal not only sees the sponsor’s logo feature on the back of the Hawks’ jersey and other apparel, but also sees the brand aim to offer exciting fan activities aimed at upgrading the AFL game day experience.
iiNet, which also sponsors the National Basketball League (NBL) Championship, also offers Hawks members phone, ISP and other entertainment and technology service offers and packages benefit from the ISP’s involvement with broadband/phone line package offers.
Links
iiNet Website
iiNet Website Sponsorship Page
http://www.iinet.net.au/about/sponsors/
Hawthorne Hawks Website
Australian Football League (AFL) website
Meerkats Website
The Australian Website
http://www.theaustralian.com.au/
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