FA CUP
Issue 11 | July 2009
Agency
BMF, Sydney
Creative Team
Creative director: Simon Langley, Copywriter: Keith Cox, Art Director: Paul Bruce
Production Team
Press producer: Clinton Bell, Online producer: Lester Martinez
Other Credits
Group Account Director: Nick Garret, Account Manager: Jennie Boyd.
Date
Group Account Director: Nick Garret
Background
Setanta Sports is a pay TV channel in Australia that relies primarily on subscriptions for its revenue. In the 2008/9 season Setanta secured exclusive rights to show the FA Cup – the oldest knockout competition in the world. Setanta wanted to promote this fact, and the games it was covering, to the large, football-loving, English ex-pat community in Australia.
Idea
The proposition was that Setanta is the “voice of the terraces.” The creative solution was to use headline driven ads, which worked equally well in both print and online, and reflected the voices of real fans. The language displayed a knowledge of, and respect for, the history of the FA Cup, as well as referencing cultural and topical themes. It was targeted at English ex-pats using English newspapers, British Football Week and football-related websites they would use.
Results
Not yet available.
Our Thoughts
Direct direct is the science of segmentation. It’s about identifying specific audiences who can have a disproportionate effect on your bottom line if you can identify them and meet their particular needs as BMF have done with this campaign. It talks a language only a fanatic about English football would understand. For instance, Cardiff beat Arsenal to win the FA Cup back in 1927. I didn’t know that, you probably didn’t know that, but BMF knew their audience would.