Toyota Australia teamed up with AFL legend Jonathan Brown for an initiative called ‘IT’S TIME TO RAI$E’ designed to inspire Aussie footy fans to support local football clubs.
This campaign rallying cry, created in harness with specialist sport and entertainment agency Gemba, builds upon Toyota’s long-running ‘Good for Footy’ raffle.
This annual raffle sees Toyota partner with the AFL raise money for grassroots football clubs across Australia.
The 2019 edition of the raffle moved onto digital platforms in order to try and make it easier for amateur clubs to drive registration and to sell tickets.
The ‘IT’S TIME TO RAI$E’ campaign sees creative span broadcast, digital, print, out of home, digital, social, PR and in-stadium across the country.
The initiative is led by a spearhead animated social spot
Good for Footy Raffle – 30 Second Hero from The Gemba Group on Vimeo.
and includes local club customisable content.
The combination of Jonathan Brown led content and the switch to digital and social channels is part of a joint objective to raise a record-breaking goal of $1m for grassroots.
All of the money raised from each $5 ticket will go straight to local footy clubs and, to incentivise participation, Toyota offers prizes ranging from tickets and kit to three new Toyota vehicles.
“Whether its new footballs, facilities, drink bottles or oranges at half time, the Good For Footy raffle continues to raise much needed funds for clubs who really need it. So what are you waiting for? Get amongst it!” commented former Brisbane Lions skipper Jonathan Brown.
According to Gemba’s Executive Creative Director Boyd Hicklin, the key challenge around this year’s campaign was transitioning the community initiative online.
“We know how busy and time poor volunteers from local clubs are. Taking the raffle digital means it’s even easier for these clubs to get involved, easier to sell tickets and for the first time, community minded Aussies everywhere can get behind a great local cause,” said Hicklin.
“You don’t have to stand in the rain at your local park to buy a ticket from a footy club member… you can now click through straight from your social feed and it’s done!”
The campaign was created for Toyota Australia’s National Sponsorship Manager Lisa Randle, by a team from specialist sport and entertainment agency Gemba that was led by Executive Creative Director Boyd Hicklin and which included Senior Creative Nathan Davoli, with art direction and design by Alexandra Longbottom, graphic design from Honey Terrill, the executive producer was Luke Coulson and the account managers were Bridge Lane and Amelia Faulkner.
Production and animation was handled by Pixel with Creative Director John Gavin, Visual Effects Supervisor Andrew Montague, Executive Producer Haley Polacik and Producer Monique Mulcahy, the DOP was David Guest and the Illustrator was Kat Chadwick.
Comment:
The brief was not just to raise record sums and further boost the AFL’s corporate social responsibility reputation, but to do it authentically in terms of keeping local clubs at the centre of the conversation.
We think the campaign certainly achieves the ;latter objective, let’s hope it achieves the former too.
Since it was first held in 2015, the ‘The Good for Footy Raffle’ has raised a total of AU$2.2m dollars for grassroots football clubs across Australia.
Links:
Toyota Australia
https://www.instagram.com/toyota_aus/
https://www.youtube.com/user/ToyotaAust
https://www.facebook.com/toyota.aus/
https://twitter.com/Toyota_Aus
Gemba
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