Ahead of the 2018 FIFA World Cup, SBS aims to drive anticipation and excitement and to engage with all Australians via a multi-platform campaign that showcases why ‘We All Speak Football’.
Based on the idea that the FIFA World Cup is the pinnacle of football and that the sport unites all of Australia’s diverse communities, the campaign (developed with Red Square) aims to spread the language of football from soccer grounds and pitches, to streets, homes and offices.
SBS (Special Broadcasting Service), a hybrid-funded Australian public broadcasting radio, online, and television network, aims to to connect to all fans across a wide range of channels through the initiative.
All phases of the campaign aim to ‘inspire, inform and involve football fans’ and drive them to tune in.
The creative executions and content pieces – which include a set of on-air teasers, bumpers and promos – spread the language of football via a music composition inspired by the sounds of football and football fan that links to soccer related signs, gestures and supporter reactions to the action.
Unsurprisingly for a radio led media business, the campaign also features a heavy weighting of radio work, as well as digital and social activity that aims to drive consumers to tune in for nightly matches and also to encourage downloads of the official 2018 FIFA World Cup App (available for iOS and Android from 11 June).
SBS is working with FIFA’s official social partners – including Google, Snapchat, Facebook and Twitter – to offer listeners and fans exclusive ‘money-can’t-buy’ opportunities to experience the world’s biggest sports event.
SBS is also acting as the official presenting the 2018 FIFA World Cup Russia in partnership with Optus Sport.
A further strand of the activity sees SBS’ Learn unit tie-up with the Australian Government to create an educational resource called ‘The Harmony Game’ that links the 2018 FIFA World Cup to subjects such as English, Geography and Health and PE.
This free resource platform is being sent to more than 12,000 Australian teachers and is available online on the SBS Learn digital platform alongside a suite of other football-inspired classroom materials to help Australian children engage in the world’s top sports event.
The 2018 FIFA World Cup in Russia starts on SBS from 14 June and the campaign runs right up to the end of the tournament.
“Football is a sport that unites the world’s diverse communities through its passion and emotion,” said SBS marketing director Jan Palfreyman.
“The aim of our campaign is to extend the concept that we all speak the ‘language of football’, regardless of where you’re from.”
Links:
SBS Australia
https://www.youtube.com/user/SBSAustralia
https://www.facebook.com/SBSAustralia
Red Square
https://www.redsquareagency.com/
