To promote the new 2019/20 season, the Hyundai A-League launched the second installment of its ‘Where Heroes Are Made’ brand platform.
The ‘Where Heroes Are Made’ platform was first launched last year with a campaign that championed the Hyundai A-League and Westfield W-League as a places that see home grown players become true football heroes (see case study).
This year’s focus is on live matches and the objective is to champion the atmosphere and to inspire supporters to come and see their heroes in real-time from the stands and terraces.
The integrated campaign, developed in harness with agency Saatchi & Saatchi, launched at the start of October with an event,
Yesterday we launched the Hyundai A-League 2019/20 Season.
The #ALeagueBegins on Friday! pic.twitter.com/8SWmgVKezF
— Hyundai A-League (@ALeague) October 9, 2019
a hero film, outdoor work, radio, digital and individual club stories, plus amplification in tandem with Starcom, Switch Digital and TLA Worldwide.
The creative approach was inspired an realised through real match footage blended with fan recollections of key live game moments.
Saatchi & Saatchi worked with Passion Pictures, 2Viente and Squeak E Clean Studios on the spearhead, 30-second animated spot that aims to offers a taste of what it feels like to be at a Hyundai A-League or a Westfield W-League match.
The lead TV and digital video is supported by a national OOH strand which continues the animated-style and which is localised by ‘heroing’ a player from each club.
.@wufcofficial – #WhereHeroesAreMade#ALeagueBegins 11.10.19 pic.twitter.com/xdQXnOdPoc
— Hyundai A-League (@ALeague) October 9, 2019
.@wswanderersfc – #WhereHeroesAreMade#ALeagueBegins 11.10.19 pic.twitter.com/5zfHf7CYx4
— Hyundai A-League (@ALeague) October 9, 2019
Football is back. #ALeagueBegins this Friday pic.twitter.com/8HHGI5OxV6
— Hyundai A-League (@ALeague) October 8, 2019
“The Hyundai A-League 2019/20 season is a big one for football in Australia. We have moved to a new operating model for the Leagues, a new club, new venues, new coaches and new players,” said Head Of Leagues Greg O’Rourke.
“We set out to ensure that this season would be very different in so many ways. To ensure our campaign truly engages with our target, our brief to Saatchi & Saatchi was literally to assault our viewers’ senses and get people talking about the new season kicking off.”
Saatchi & Saatchi executive creative director Rebecca Carrasco added: “Being at a live match is a visceral, sensorial experience and it’s different for every fan. The idea was to take the experience of a live match and re-interpret it in a way that really makes you feel something.”
The campaign was created for the Football Federation Of Australia’s Leagues Marketing Manager Kylie Lawless by a team from creative agency Saatchi & Saatchi which included Chief Creative Officer Mike Spirkovski, Executive Creative Director Rebecca Carrasco, Creative Directors Piero Ruzzene and Flavio Fonseca, Senior Copywriter Anton Posa, Senior Art Director Simon O’Neill, National Head of Broadcast Renata Barbosa, TV Producers Michael Demosthenous and Georgie Patching, Print Producer Holly De Roy, Group Account Director James Tracy-Inglis, Account Directors Belle Bonar and Annabelle Ewen and Strategic Planner Donna Yan.
The production house was Passion Pictures with Director Nick Lines, Executive Producer Graham Pryor, Producers Adriana Wong and Chavvah Stuart, Junior Producer Megan Plane, Colourist Caleb De Leon, plus Sound Design and Mixer Simon Lister and Sound Post Producer Angelina Phengphong of Squeak E Clean Studios.
Comment:
Full of home grown flavour and animated attitude, this brand platform succeeded Football Australia’s award winning 2016 ‘You Gotta Have A Team’ initiative (see case study) and also follows in the footsteps of Hyundai’s other recent Australian football work activating its national team partnership such as its paired of men’s 2018 (see case study) and women’s 2019 (see case study) World Cup campaigns.
Links:
FFA
https://www.myfootball.com.au/
Hyundai A-League
https://www.instagram.com/thealeague/
https://www.facebook.com/aleague/
Westfield W-League
https://www.instagram.com/wleague/
https://www.facebook.com/thewleague
Saatchi & Saatchi Australia
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