Millions of Australians play football. In fact, 2.18 million participate in grassroots football but research shows that more than half of kids aged 15 years and under don’t support a Hyundai A-League team.
BMF has launched a campaign to change that. its sole objective is to motivate the millions of Australians who play football to get on board, show their colours and pick a Hyundai A-League team, because ultimately You’ve Gotta Have a Team.
So BMF created a hero, Yoshi, and now 10 Hyundai A-League clubs are competing to have Yoshi support them. 10-year-old Yoshi represents the opportunity to create armies of football fans all over the country. He was picked from hundreds of video entries after BMF and the FFA reached out to their Football Family database.
After playing in a spring football comp last year, Yoshi fell in love with the game. Ignoring his father’s indifference, Yoshi defected from AFL, has immersed himself in football and is now on the hunt for a Hyundai A-League team to call his own.
Over the past few months, all 10 clubs have stepped up their on-field rivalry and gone head-to-head to vie for Yoshi’s support. Yoshi has shaken hands with Hyundai A-League captains, high fived more than 90 hero players, travelled over 15,000 kms and taken more than 1600 photos, while he visited the clubs and gave each of them the opportunity to win his support.
BMF and FFA worked with the clubs to tailor ‘once in a lifetime’ experiences for Yoshi that showed off the club’s strengths. They varied from club to club and included big name stars, such as Caltex Socceroos coach, Ange Postecoglou; Caltex Socceroos leading goal scorer and new Melbourne City FC marquee signing, Tim Cahill; celebrity chef, George Calombaris, and the voice of Australian football legend and Fox Sports personality, Mark Bosnich.
Cam Blackley, BMF executive creative director, stated, “The strategy was simple, convince kids to add a Hyundai A-League badge to the portfolio of other teams from other codes they follow. I think the two things that define this campaign are the authenticity of the little legend we found Yoshi, and the transparent way he drilled every club, giving the players a bit of stick along the way. I’ve no doubt we’ll find a lot of new fans with You’ve Gotta Have a Team this season.”
Rob Squillacioti, head of marketing, digital & fan engagement at FFA, added, “More people play football than any other team sport. There are more players, more teams and more clubs in more suburbs across the land. The game is woven into the fabric of our society and the Hyundai A-League represents the ultimate expression of this passion, excitement and belonging that is unique to football.”
The integrated campaign includes TV, cinema, outdoor, radio, digital, SEO, ten club content films and more than one hundred pieces of video content for social. Hyundai A-League fans can also follow Yoshi’s journey so far and are encouraged to lobby for Yoshi’s support via social media, presenting their case for Yoshi to join their team using the hashtag, #ALeague.
Yoshi is still in the process of selecting a team, and he will fly around the country over the coming weeks to watch all the clubs in action and experience the atmosphere at some of the biggest games of the season.
Creative Agency: BMF
Executive Creative Director: Cam Blackley
Art Director: Harry Neville-Towle
Copywriter: James Sexton
Designer: Dan Pritchard
Client Services Director: Dan Lacaze
Account Director: Will Woods
Account Manager: Siena Shuttler
Executive Planning Director: Christina Aventi
Planner: Sarah Hood
Head of TV: Jenny Lee-Archer
Directors: Brad Goosen, James Sexton, Harry Neville-Towle
Senior Producer: Brad Goosen
Content Production Manager: Brooke Mather
Editors: Brad Goosen, Adam Khamis, Nick Gulliver, Luke McCauley, Josh Searle, Kelly Searancke
Music & Sound Production: Rumble Studios
DoP: Brad Conomy, Pat Frischknecht
Sound Recordist: Richard Teague
Client: Football Federation Australia
Head of Marketing, Digital & Fan Engagement: Rob Squillacioti
Senior Marketing Manager: Jessica Laycock
General Manager, Media & Communications: David Mason
Fan Engagement Manager: Vanessa Bolzan
Digital Marketing Manager: Joy Yeo
Digital Content Executive: Alen Delic
PR Agency: Frank PR
Media Agency: Mediacom
SEO and Digital media: Switch Digital