22 June saw Bet 365 Australia launch a three-part social series called ‘The Fans Make The Game’ which leverages the AFL’s return and drives league-linked betting by bringing to life the fanatical fans of three AFL teams: Richmond Tigers, the Western Bulldogs and the Greater Western Sydney Giants.
Hosted by comedian Danny McGinlay, the videos feature ‘footy tragics’ from the Tigers, Bulldogs and Giants who each invite the viewer (camera) into their houses and into Richmond’s Community Hall as they put up the new season’s banners.
McGinlay, a keen Bulldogs supporter, offers a depth of understanding of the game and supporter commitment and couples this with humour to get to the bottom of past battles between the teams, the players, the memories and what the year presents for each of the supporters and their beloved tribes.
The films are distributed across the brand’s social channels.
bet365 – The Fans Make The Game – Richmond Tigers from Crater on Vimeo.
bet365 – The Fans Make The Game – Western Bulldogs from Crater on Vimeo.
GWS fans have been self-isolating since the fulltime siren of the 2019 grand final.
Danny McGinlay tracked down a couple of their fans to see how they’re coping. pic.twitter.com/iPpJ3QVFhI
— bet365_aus (@bet365_aus) June 23, 2020
The campaign, created in harness with agency Crater (Australia), was filmed in the weeks immediately before COVID-19 struck Australia but was only released to leverage the league’s restart.
“The AFL is a key content platform and we wanted to engage their most passionate fans, this series highlights just how passionate those fans are during a very testing time,” said Bet365 Australia Social Media Manager Liam Geoghegan.
Crater Creative Director Simon Morehead added: “With the last three months impacting filming across the industry, the production found itself in a holding pattern with the AFL season being recommenced. As our films focused on season launch, when the AFL seasons was re-established, Crater had to use its’ flexible approach and fast thinking in order to deliver bet365 relevant films for release.”
Director Ed de Carvalho, who helmed the campaign, commented: “Working with Danny on this project was a natural choice. His humorous takes on the AFL and banners in the past have been a talking point for some time. It was this and his in-depth knowledge of AFL that made him the perfect host for some AFL content with Bet365. Whilst we had some changes to the end production due to COVID-19, it was Danny’s hilarity and relatability with fans that shined through in each piece.”
The campaign was created for bet365 Australia Social Media Manager Liam Geoghegan by a team at creative agency Crater (Australia) which included Head of Production Steven Farrer, Commercial Director APAC & Europe Justin Solomons, Creative Director Simon Morehead and Ed de Carvalho, Director/Editor Ed de Carvalho, DP Casimir Dickson, 2ND Unit DP Shelley Farthing-Dawe, with sound by James Martell and grade handled by Julien Chichignoud.
Links:
bet365 (AUS)
https://www.bet365.com.au/#/HO/
https://twitter.com/bet365_aus
https://www.facebook.com/bet365aus
Crater
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